PHD North has joined with CBS Outdoor and The North West Development Agency (NWDA) to promote the Manchester International Festival while also looking to raise the profile of the North West.
The campaign will run across all three London Underground digital site types owned by CBS to promote the Festival which runs in July.
The creative will also showcase the region’s other attractions including The Lake District, Chester, Liverpool and Blackpool.
The four week campaign campaign will run across XTP, LCDs and DEPs.
Jason Spencer, managing director of PHD North, explained: "London is central to the NWDA’s thinking enabling them to reach the relevant cultural audience seeking UK short break inspiration in the current economic climate. The Underground not only ticks both these boxes, it also allows them to use premium HD digital screens to get across rich content about the Manchester International Festival. Using multiple messages across different Underground formats creates impact, allows for increased creative scope and lets us talk to the audience across their daily commute."
Philip Parkinson, North West business director at CBS Outdoor, continued: "NWDA were clear about their target audience of ABC1 consumers, essentially ‘culture vultures’ who will enjoy the festival’s diverse and exciting events. CBS Outdoor’s London Underground digital inventory provides the perfect opportunity to target these consumers on the move – by choosing the commuter packages NWDA has ensured that they are talking to exactly the right audience at the time they are most likely to respond."