Brief: Minimise the effect of foot & mouth
on the local economy.
Brand Opportunity: Turn the lesser known areas
of Cumbria into highly desirable tourist destinations.
How Research & Strategic Planning helped:
Firstly, we identified a range of beautiful, interesting, but
lesser known locations within Cumbria. Then, breaking with industry
convention, we used lifestyle segmentation instead of the
traditional socio-demographics. This allowed us to take an
extremely targeted approach with virtually no media wastage.
How Creative helped: Departing from the
traditional holiday brochure, we produced a coffee table style book
that promoted the idea of discovering the undiscovered in a stylish
and quality manner that was suited to the affluent and educated
target audience. 'Hidden Treasures of Cumbria' was born.
How Media Planning helped: We dispensed of the
traditional classified and display advertising in favour of using
high impact postcards inserted into newspapers that offered a
competition as a means of a call to action.
The result: From a £315k budget we generated
£13.9m into the local economy. We also won an IPA Effectiveness
Award for our efforts.