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 Phase 2 – simple pleasures as we return to normality A social media campaign that asks target audiences A social and digital media campaign that evolves to share the simple pleasures that have got them the Simple Pleasures messaging into a more traditional through lockdown - in Chester destination marketing campaign, pushing visits to socially safe attractions. Focusing on Instagram, Instagram Stories and Twitter, with supporting posts on Facebook and supporting A core campaign uses commissioned photography local PR. 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 n i s k l a w g o D s w o d a e M e Ti

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 visitchesterandcheshire What are your simple pleatures? 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 post submission visitchesterandcheshire h t i w t u o s p i r T Tuesday d s i k e h strolling t 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 post submission visitchesterandcheshire 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 of relatability through humour. A distinctive visual style that challenges preconceptions of Chester.

Phase 2 social – Instagram post submission visitchesterandcheshire Socially-safe animal magic is back on this g n i d n i F summer e m i t g n i d e e f n i a g a y n n u f Chester Zoo 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

Phase 2 social – Instagram stories visitchesterandcheshire visitchesterandcheshire e g a P n e e c r s t o n r s e n r u t s e r n u r b Get the kids back into IRL books this autumn Storyhouse Library

Phase 2 social – Facebook page banner Keeping the in-laws Good times outside (rather than glitchy at a safe distance ones online) Grosvenor Park, Chester @mysmallpleasures

Phase 2 website banner Never run out again - all the cheese is now back on sale Chester Cheese Shop, Northgate Street Eating ALL the cheese

Phase 2 website banner Finding feeding time funny again Socially-safe animal magic is back on this summer Chester Zoo

How it works

Phase 1: Hashtag teaser How does it work? visitchesterandcheshire What are Campaign is ‘seeded’ by lockdown content found on Instagram using the #Chester hashtag. your simple Campaign launches with a simple instruction post and incentive to take part. pleatures? During the campaign, anyone can submit posts for inclusion by adding the #SimplePleasuresChester hashtag to their posts. Marketing Cheshire selects 100 likes the best for inclusion. Celebrate the positives. Share with us the simple pleasures you’ve discovered (or rediscovered) in Chester during lockdown - just tag your posts with Posts are then edited using the templates, and the hashtag #SimplePleasuresChester. Best ones get a share, and the chance to win XXX. . re-published by Marketing Cheshire on their feeds. #SimplePleasuresChester

Phase 1: Hashtag teaser How can I get involved? visitchesterandcheshire 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.

Phase 1: Hashtag teaser When does it run? Immediate start.

Phase 2: Main campaign – core How does it work? visitchesterandcheshire Socially-safe animal magic Partners all agree the core 4-6 main attractions is back on this g n i d n i F + messages. summer e m i t g n i d e e f Attractions are then the subject of a new n i a photography commission: striking visual tone, g a y n n u f challenges preconceptions, becomes a visual identifjer over time, includes a sense of humour. Chester Zoo 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

Phase 2: Main campaign – supplementary How does it work? Never run out again - We want to feature as many businesses and all the cheese is now back on sale attractions as possible… Chester Cheese Shop, Northgate Street Eating ALL …so a supplementary campaign creates space for more businesses and attractions. the cheese 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.

Phase 2: Main campaign When does it run? July (TBC)

Thank you