Merlin Entertainments Group and Blackpool Council have engaged TBWA\Manchester to help reposition the attractions of Blackpool in order to appeal to more families over the summer holidays.
With recent investment in regenerating the seafront and the town the brief centred on communicating Blackpool’s potential, capturing the hearts of UK families.
Nicky Marsh, midway marketing director for Merlin, explained: “We want to show families that used to visit the resort but have been put off by negative perceptions a fresh view of Blackpool. We also want to drive reappraisal from new families and young couples who wouldn’t usually have considered visiting.”
The TV campaign from TBWA\Manchester will be aired in the north and Scotland throughout the summer and showcases everything Blackpool has to offer through the eyes of a child and was shot by Theo Delaney.
Fergus McCallum, CEO of TBWA\Manchester, said: “We sought to restore a little of Blackpool’s innocence and to bring back the joy we all felt visiting as kids. We believe the campaign has a huge amount of potential to connect with families and to show them the rejuvenated and vibrant new Blackpool that is developing. Blackpool is indeed back.”
The campaign breaks on Monday 14 July.