ROLE: CONCEPT BRAND DEVELOPMENT MARKETING STRATEGY AGENCY, CLIENT & MEDIA LAISON BUDGET MANAGEMENT EVENT MANAGER LOGISTICS
Blooming Beautiful Bournemouth has been one of the most successful campaigns for UK’s number one tourism destination, Bournemouth. Under the Colour Your Life Bournemouth Brand (devised by Lou and P’s in a Pod) the objective of Blooming Beautiful Bournemouth was to encourage Londoners to visit the town during the off-season Spring period. Its auxiliary purpose was to add positivity back into local business industry that had suffered due to the GFC.
In addition to eye-catching advertising showcased on Billboards at Paddington Station, Lou knew that to have real cut-through, create media and truly engage with commuters boundaries had to be pushed.
Over a period of 4 days, Lou arranged permits for promotional staff to stand at Paddington Train platforms and give away 5000 colorful gerberas with the simple message… come and Color Your Life in Blooming Beautiful Bournemouth.
Commuters took a little piece of Bournemouth into their offices, lives and homes that week and showcased their appreciation by posting pictures of themselves with their flowers onto the Color Your Life Facebook page. The result was fantastic with a 15% increase in visitation from London over the next six months and generated over £65K of free publicity from London.
Locally the Blooming Beautiful Business competition was developed, which, through partnerships with Daily Echo and Heart FM saw over 2500 people vote and comment on their favourite Bournemouth Businesses. The small business community were given over £30K of free publicity during this period and actively encouraged consumers to use participating businesses.
A custom made microsite was devised to recall the votes and give people the opportunity to explore accommodation and events taking place in the town over the spring period.
The campaign branding was used to wrap the Bournemouth Pier (never been done before) due to being a top spot for national weather coverage, local transport including the beach trains were branded and an experiential stunt of planting 1000 plastic gerberas on Bournemouth Beach delighted locals when going for their walk one sunny morning in Spring.