INSIGHT
Visit Essex received funding to help position Essex as a great place to live, study, work, invest and visit.
A marketing strategy, advertising, PR and digital campaign was required to fulfil the marcomms objectives.
The campaign needed a very quick turnaround, just three months from start to finish.
IMPLEMENTATION
Work began apace. We needed to develop a campaign strategy, brand and messaging, which aligned, but targeted different audiences (live, study, work, invest and visit).
Audience – Research showed people from north London found Essex desirable, our campaign focused on this target audience to make best use of the advertising spend.
Narrative – We wanted to offer ‘insider’ advice from the people of Essex, where to live or visit, showcasing a ‘secret Essex’ and illustrated how they could ‘live the dream’.
Branding – the #ThisisEssex brand had already been created for placemaking activity, but it was time to shake it up. New photo and film shoots were arranged. Fresh designs for the campaign were developed with an updated strapline #ThisisEssex – Make it Yours. Advertising designs were created for a billboard campaign on London Underground plus digital channels.
A digital campaign hub was set-up. The website content was jam-packed with information on everything you’d ever need to know about working, living, visiting, investing or studying in Essex. Case studies were put together to showcase people moving out to Essex, setting-up a business, working in R&D etc.
PR campaign launched to target media, regional press and specialist trade titles.
IMPACT
Campaign was delivered on time and on budget.
Advertising on London Underground hit target audience of north Londoners providing over 100,000 OTS.
Digital campaign reached over 50,000 people in first few weeks.
Media campaign hit all target outlets.
Campaign hub provided a lasting legacy of content for business partners across Essex
“Big Wave PR had to work at speed to deliver a campaign that met the funding requirements. Yet again they managed to produce a standout creative solution. The campaign has really helped us build awareness of what Essex has to offer to the people of north London.”
