Product category:
Integrated marketing
News Release from: Space
Edited by the Marketingservicestalk Editorial
Team on 16 January 2008
South West England launches integrated
campaign
The South West England Regional Development Agency is launching an integrated press, online and DM campaign, targeting senior business professionals, to encourage investment into the region.
The campaign, which will run for at least six weeks, has been planned and created by integrated marketing communications agency space The creative idea and focus of the campaign is on 'South West Stories'
The creative features leading business figures from blue-chip companies based in the South West, which include Intel, Yeo Valley and Motorola, explaining the business benefits of their location and runs with the strapline: 'Business.
Life.
Inspiration'.
Also, the creative contains interesting business facts on what the region offers potential investors, and communicates the attractive work-life balance the location provides.
The advertising activity will take place in the Times, Sunday Times and Financial Times.
The online approach will mirror the press activity, but provide deeper and additional content in new and innovative formats within the Times and the FT.
The direct-mail activity will target around 3,000 senior decision makers, including chief executive officers, managing directors and finance directors of knowledge-based companies of over 50 employees based outside the region.
Tim Stubbings, Marketing Manager at the South West RDA, said: "Space continues to refresh and innovate within the campaign with new partners, executions, insights and creative communications; we are into the second year of our work together, and we are excited by what we're achieving as a team.
"Our research tells us that the business community is warming to the riches of the South West, and space's creative work continues to inspire and surprise.
"As a region we've much to offer businesses and those who work for them - a great infrastructure, world-renowned centres for learning and a superb work-life balance, amongst a wide range of other benefits.
"We are convinced that the balance of education, information and engagement delivered through the integrated campaign developed by space will stimulate greater interest in the region and shift perception measures exponentially".
David Atkinson, the Managing Partner at space, commented: "We are very pleased to play a key role in helping to drive greater investment into the South West, and working with a team at the South West England RDA who are always interested in exploring new avenues and ideas.
"We believe that creatively using the business community in the region to positively communicate their experiences will demand the attention of leading industry decision makers, UK-wide".
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