The Brief
To introduce Chester & Cheshire to the nation as a short break destination. Our audience were female decision makers from an affluent background (ABC1) within an hour’s drive time of Cheshire.
Our Approach
We wanted Chester and Cheshire to stand out from the crowd and commissioned photography in a high-fashion, editorial style to fit with the preconceived idea of ‘The Cheshire Set’. However, our tone of voice was cheeky, we aimed to show that everything you thought of as ‘rat race’ or ‘hard work’ wasn’t the way it seemed in Cheshire, using their themes of Shopping, Spa, Food & Drink and Lazy Outdoors to get the message across. Our ads featured in high-end publications such as Cosmopolitan, Red, Elle, Good Housekeeping, Horse & Hound and Virgin Hotline.
The Results
As a brand awareness campaign, it was difficult to pinpoint accurately the impact of the ads, however, we did run a pilot SMS scheme for VCC during the 2006 campaign with the chance to win a luxury break as incentive and the results of this spurred VCC on to use SMS as part of their marketing mix in the future.
Client Testimonial
“Access proved that public and private sector collaboration could work and that it could achieve significantly greater results when combined rather than in isolation”
