Branding strategy, Creative design, Digital display advertising, Out-of-home advertising, Print advertising, Video production
Our Challenge:
Vivid were appointed to deliver a campaign for Culture Blackpool to raise awareness and understanding of the famous seaside town’s cultural offering. Our brief was to create a distinctive campaign look and feel that would attract new cultural audiences, convert traditional visitors (to cultural visitors) whilst changing local perceptions.
Our brief was to create a distinctive campaign look and feel that would attract new cultural audiences, convert traditional visitors (to cultural visitors) whilst changing local perceptions.
Our Approach:
“FIND THE B-SIDE AT THE SEASIDE” Everyone knows Blackpools ‘A-side’ but our creative idea wanted to flip that. We created ‘the B-side’ a device that could be used to communicate Blackpool’s rich backstory, the forgotten, the alternative, highlighting what’s already there from award-winning art to world renowned architecture, events and shows.
The hero asset was a two-minute film created and edited from archive, existing partner and new commissioned footage, it conveyed the key campaign messages and introduce the brand in an energetic way. The film previewed at a launch event at Blackpool Tower Circus to over 100 influencers, partners and news channels.
It marked the start of geographical digital activity driving our target audience to an online hub of content.
The Results:
We secured 12 Ambassadors across music, art and theatre who have an affinity with Blackpool Delivered a successful local stakeholder workshop.
Launch event with the media and the industry at Blackpool Tower Circus attended by
- 100 guests Digital campaign reaching 59,700 people
- 1.4m impressions A click through rate of 1.76% ( industry average is 0.9%)
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