Liverpool Arena kicks off Revolution campaign
A
Balance product story
Edited by the Marketingservicestalk editorial team
Jun 20, 2007
Balance: The Brand Architects has created an outdoor advertising campaign for Arena and Convention Centre (ACC) Liverpool to boost brand awareness in the run-up to its launch in January 2008.
The campaign will initially run across all major rail stations throughout Merseyside, targeting posters and escalator panels, goes live today with a series of eye-catching imagery and attention-grabbing headlines, designed to attract an audience both young and old.
Black taxis will be liveried up on the outside with two separate designs and accompanied with in-taxi tip-seats, one to showcase the Convention Centre as a whole and the other to reinforce the 'Revolution' message for the Liverpool Echo Arena side.
ACC Liverpool's brief was to give the people of Merseyside and the North West a build-up to the opening in January 2008.
It was also to increase data capture and attract web-hits to ACCL website.
This will be supported by social utility sites (such as MySpace and Facebook) channeling traffic to the website by forwarding e-networking threads to www.musicscominghome.co.uk.
"As a new organisation, ACC Liverpool has to start from scratch - with no database of individuals, or awareness of the events that will be available in 2008," said Martin Thornton, Co-Director of Balance: The Brand Architects.
"As part of an audience development campaign, 'Revolution' has been designed to work on many levels to all target audiences.
"To have been given free rein in our creative concepts is so refreshing".
The "Revolution" campaign has struck the right note at ACC Liverpool (Liverpool Echo Arena).
"Balance have been innovative and imaginative in their approach to this campaign - a winning formula for ACC Liverpool," said Emma Blackman, Head of Marketing, Arena and Convention Centre Liverpool, on the work that has been produced for the venue's branding requirements.
Paul Collins, Co-Director of Balance, said of the relationship between Balance and ACC Liverpool: "An open-minded client with an eye for design and a natural understanding of advertising is a rare thing in our industry, they have made our job so much easier by believing in our ideas time after time.
"On a personal level, to work with such important venue for the city is an honour".
Balance is a design and advertising agency based in central Liverpool.
Established in 2000, Balance has worked on an impressive catalogue of clients which includes Sony Computer Entertainment Europe.
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