The Brief
To position Chester as the must-visit, shopping destination in the Northwest for your Christmas shopping.
Our Approach
We chose outdoor (buses and 48-sheets) as our medium to maximise impact and ensure we could cover the Northwest in a structured and worthwhile way. Working with VCC, Chester City Council and major retailers, we also ran a b2b campaign to secure additional funding for the project from retailers/attractions in Chester. The illustration we commissioned for the campaign spoke volumes to our target audience of 35yrs+ ABC1 females, showing them how truly pleasurable Christmas shopping can be in Chester. The partners (retailers) were included in the illustration.
The Results
2005 was such a huge success that we were quickly asked to be involved in 2006’s campaign. A detailed piece of economic impact research was commissioned after the 2006 campaign, and showed how a total spend of just under £100k, produced a ROI of 70:1! The recall for the creative was at 65%.
