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NWDA kicks off £1m cultural campaign |
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Monday, 11 June 2007 |
The NWDA is spending £1m+ over the coming 18 months on promoting a series of the region’s major cultural events. The key target audience is people living in London and South East with an interest in cultural affairs.
The development agency launched the new initiative at an event in London this week attended by 150 guests drawn from the capital’s media and cultural industries.
The campaign, which has been created by the agency’s in-house marketing department, includes Sunday supplements full page ads and a two and a half minute film which will be aired in cinemas. The media has booked by PHD North. The promotional message highlights the Manchester International Festival, Liverpool 08 and the Turner Prize.
 Sunday Times ad 10/6/07
Other titles will be included as the campaign develops.
When it pitched for the NWDA business last year, PHD – for the specific cultural campaign portion of the tender – put forward a proposal together with its fellow PHD stable mate, content generator Drum Screen. The resulting film which features Maxine Peake, David Morrisey, Howard Jacobson, Craig Cash, John Thomson and many other regional figures, was co-written and directed by the award-winning director Daryl Goodrich.
PHD North has booked the film to run in over 120 art house cinemas in London and the South East. The estimated reach is 500,000 ‘savvy and culturally-inclined folk’.
It was this initiative above all, said Nigel Dove, marketing manager at the NWDA, which persuaded the agency to appoint PHD North.
In the tender brief, one the NWDA’s key tasks for the coming two years was to promote the region’s cultural industries and Dove said that whereas the other media buyers came up with relatively standard media schedules, PHD North’s joint submission with Drum, focusing on art house cinemas was innovative and entirely different from the other presentations and demonstrated an originality of thinking.
In a separate related development, the NWDA has launched a new twice-yearly cultural publication called ‘Prime’. It has been designed and produced by Hemisphere in Manchester.
The film can be seen at: www.nwculture.co.uk/
nwda.co.uk
phd.co.uk
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