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Creative Concern unveils new brand and marketing campaign for Wirral Council |
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Monday, 22 October 2007 |
Wirral Council has embarked on a new brand identity and visitor marketing campaign promoting its coastal and countryside attractions. The work has been carried out by the council’s in-house marketing and graphics team with the support of Creative Concern.
The first phase of the campaign is now underway with leaflets and visitor guides. The second and larger phase will commence next spring.
The new brand, a 'W' underpinned by the legend Wirral Peninsula, seeks to enhance Wirral's natural assets. It has been launched in partnership with Mersey Waterfront Regional Park and Wirral's Tourism Business Network and Coastal Partnership. The NWDA has also helped with financing.
Prior to creating the campaign, market research was undertaken by MORI which found that 83 per cent of potential visitors to Wirral valued good food and scenery and particularly responded to coastal and countryside attractions.
Cllr Bob Moon of Wirral council said: “The research suggested that although Wirral was very popular with those who were familiar with it, it was something of a hidden gem. This needed to be addressed.
'We also needed a brand that could be used to pull together the different publicity and marketing activities of all partners.
'Tourism spend is a leading driver of economic activity. We fully recognise the need to support tourism businesses in Wirral, and will continue to invest in marketing the attractions of the area.”
The second phase of the marketing campaign, which will commence in the spring, will involve advertising in national and regional newspapers, magazines, outdoor and digital advertising.
Manchester agency Creative Concern will be producing the creative for the advertising with the council’s in-house team again planning and buying the media directly.
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