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By The Drum Team, Editorial

June 18, 2009 | 2 min read

A campaign for tourism partnership visitTeesvalley called ‘Do Something Different’ has launched, developed by the bgroup.

The £250,000 campaign will run until 2010 and will look to grow visitor numbers in the Tees Valley area.

The campaign aims to bring to life the spirit of fun and adventure in the Tees Valley with a range of shoe-themed visuals representing the variety of events and activities available to visitors.

A suite of consumer ads will be used along with more traditional advertising. However, the campaign is event-led and the consumer campaign activity and visuals are created to convey this.

As part of the campaign, a giant shoe will visit events throughout the summer along with supportive press and TV advertising and a revamped website to introduce the range of opportunities available to a broader visitor audience. As well as driving awareness of the events and activities taking place throughout the year, the campaign will introduce a revamped ‘Happening Pass’, offering discounts at attractions and leisure outlets across the area.

Di Gates, creative director of bgroup: explained: “The initial brief demanded a creative but integrated marketing campaign across a number of different platforms to help grow visitor numbers at events and attractions across the area. Our approach ties together traditional tourism marketing techniques with a highly creative approach, using a central ‘shoe’ theme across all visuals to convey the colourful character and variety of the Tees Valley to a consumer audience.”

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