Destination Chester: Summer campaign How to get involved The - - PowerPoint PPT Presentation

Destination Chester: Summer campaign How to get involved

The concept

Simple Pleasures

Taking daily walks. Watching the cherry blossom blow past the window. Walking on the grass. Listening to the birds. Picnics with friends. To maintain wellbeing throughout the collective trauma that is lockdown, we’ve all become more grateful for the little things. Chester’s summer campaign asks everyone share the good things we’ve all discovered or rediscovered during lockdown.

The campaign focuses on 3 things:

1. Inspiring people to enjoy the simple pleasures all around them 2. Focusing on emotional wellness, with light, positive messaging that evokes the feel-good factor 3. Promoting Chester, Chester’s businesses and supporting their recovery

It also takes into account:

Consumer sentiment that tells us that people long to be together, but still want to be safe – striking the right tone is crucial That we need to include as many businesses as possible – while still creating a coherent campaign That Chester is our message And that we need to be ready if Chester goes back into lockdown

Staggered campaign

Lockdown easing

Phase 1 – simple pleasures while in lockdown A social media campaign that asks target audiences to share the simple pleasures that have got them through lockdown - in Chester Focusing on Instagram, Instagram Stories and Twitter, with supporting posts on Facebook and supporting local PR. Phase 2 – simple pleasures as we return to normality A social and digital media campaign that evolves the Simple Pleasures messaging into a more traditional destination marketing campaign, pushing visits to socially safe attractions. A core campaign uses commissioned photography to create a new visual tone of voice for Chester. A supplementary social media campaign is dedicated to highlighting the reopening of Chester’s businesses and attractions. Using Instagram, Instagram Stories, Twitter, Facebook and digital marketing channels + network marketing support from all partners + PR

Phase 1

Script type is used to feel like a real person and invoke a personal/hand-drawn feel

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• g

w a l k s i n Ti e M e a d

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Colour - taking inspiration from the city centre architecture, use black and white as the core colours with the option of a highlight colour.

Photography - submitted images via hashtag (relies heavily on participation)

Pre phase 1 social – Instagram post CTA for submissions

100 likes Celebrate the positives. Share with us the simple pleasures you’ve discovered (or rediscovered) in Chester during lockdown - just tag your posts with the hashtag #SimplePleasuresChester. Best ones get a share, and the chance to win XXX. . #SimplePleasuresChester visitchesterandcheshire

What are your simple pleatures?

Phase 1 social – Instagram post submission

visitchesterandcheshire

Tuesday strolling

T r i p s

• u

t w i t h t h e k i d s

100 likes Celebrate the positives. Share with us the simple pleasures you’ve discovered (or rediscovered) in Chester during lockdown - just tag your posts with the hashtag #SimplePleasuresChester. Best ones get a share, and the chance to win XXX. . #SimplePleasuresChester

visitchesterandcheshire

Phase 1 social – Instagram post submission

Tuesday strolling

100 likes Celebrate the positives. Share with us the simple pleasures you’ve discovered (or rediscovered) in Chester during lockdown - just tag your posts with the hashtag #SimplePleasuresChester. Best ones get a share, and the chance to win XXX. . #SimplePleasuresChester

Phase 1 social – Instagram stories

visitchesterandcheshire visitchesterandcheshire visitchesterandcheshire

Phase 1 social – Instagram stories

visitchesterandcheshire visitchesterandcheshire

Phase 2

Core campaign imagery: 4-6 commissioned images of key attractions. Bright, candid and stylised, keeping a sense

• f relatability through humour. A distinctive visual style that challenges preconceptions of Chester.

100 likes Ut qui consequamus in consed quia dolum quia voluptatet quis reic te et, quiantoriam elit unt excea susamet quasinte cupta atiati adis utem quam evenis dolorporem. #SimplePleasuresChester visitchesterandcheshire

Phase 2 social – Instagram post submission

F i n d i n g f e e d i n g t i m e f u n n y a g a i n

Socially-safe animal magic is back on this summer

Chester Zoo

Phase 2 social – Instagram stories

visitchesterandcheshire visitchesterandcheshire

P a g e t u r n e r s n

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s c r e e n b u r n e r s

Get the kids back into IRL books this autumn

Storyhouse Library

Phase 2 social – Facebook page banner

Keeping the in-laws at a safe distance

Good times outside (rather than glitchy

• nes online)

Grosvenor Park, Chester

Phase 2 website banner

Never run out again - all the cheese is now back on sale

Eating ALL the cheese

Phase 2 website banner

Finding feeding time funny again

Socially-safe animal magic is back on this summer

How it works

Phase 1: Hashtag teaser

How does it work?

Campaign is ‘seeded’ by lockdown content found

• n Instagram using the #Chester hashtag.

Campaign launches with a simple instruction post and incentive to take part. During the campaign, anyone can submit posts for inclusion by adding the #SimplePleasuresChester hashtag to their posts. Marketing Cheshire selects the best for inclusion. Posts are then edited using the templates, and re-published by Marketing Cheshire on their feeds.

100 likes Celebrate the positives. Share with us the simple pleasures you’ve discovered (or rediscovered) in Chester during lockdown - just tag your posts with the hashtag #SimplePleasuresChester. Best ones get a share, and the chance to win XXX. . #SimplePleasuresChester visitchesterandcheshire

What are your simple pleatures?

Phase 1: Hashtag teaser

How can I get involved?

Please share the instructions launch post to your networks, and encourage your own followers to get involved. We will supply you with the post and caption. Seed the campaign with your own posts, if they fjt the theme, by using the #SimplePleasuresChester tag. (Simple pleasures should feel personal and authentic, rather than corporate or selling/marketing-based content.) Marketing Cheshire will select the best to edit and republish as part of the teaser campaign – simple.

visitchesterandcheshire

Phase 1: Hashtag teaser

When does it run? Immediate start.

Phase 2: Main campaign – core

How does it work?

Partners all agree the core 4-6 main attractions + messages. Attractions are then the subject of a new photography commission: striking visual tone, challenges preconceptions, becomes a visual identifjer over time, includes a sense of humour. Images are worked up into adverts that appear across social and digital media.

100 likes Ut qui consequamus in consed quia dolum quia voluptatet quis reic te et, quiantoriam elit unt excea susamet quasinte cupta atiati adis utem quam evenis dolorporem. #SimplePleasuresChester visitchesterandcheshire

F i n d i n g f e e d i n g t i m e f u n n y a g a i n

Socially-safe animal magic is back on this summer

Chester Zoo

Phase 2: Main campaign – supplementary

How does it work?

We want to feature as many businesses and attractions as possible… …so a supplementary campaign creates space for more businesses and attractions. As with the teaser, partners submit images for potential inclusion by using the campaign hashtag. Marketing Cheshire selects the best images (high quality, fjt the campaign theme), edits them and re-publishes them on social media. It allows all partners to feature, with beautiful content that they can re-share with their audiences.

Never run out again - all the cheese is now back on sale

Eating ALL the cheese

Phase 2: Main campaign

When does it run? July (TBC)

Thank you