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The Drum Recommends: Commended Advertising

The Drum Recommends: Commended - Cool Blue Brand Communications on Regenerating The Newcastle City Pool & Turkish Baths

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By The Drum, Editorial

March 27, 2019 | 4 min read

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The Drum Recommends: Commended is highlighting Cool Blue Brand Communications who devised and delivered a plan to get the people of Newcastle behind the reopening of the Newcastle City regenerated pool & baths.

In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.

Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.

THE CLIENT

Fusion Lifestyle wanted to get the people of Newcastle behind its plans to reopen the historic City Pool and Turkish Baths, which had been closed and neglected for a number of years.

Fusion Lifestyle had ambitious plans, drawn up by a Newcastle based architectural practice, to transform the Baths into an accessible fitness, health and wellbeing destination for all.

The £5m transformation needed planning permission and Listed Building consent. Fusion Lifestyle wanted to make it clear that the restoration would be sympathetic, protecting and preserving period features, and gain support from decision makers, influencers and the public.

THE BRIEF

To devise and deliver a marcomms campaign which would launch as Fusion signed the deal with Newcastle City Council to operate the facility, through the construction and redevelopment period, to re-opening and beyond.

This long-term campaign needed to ensure regular, relevant coverage with consistent and positive messaging, with the aim to

engage with people, galvanise stakeholders, gather data and create excitement about the reopening of the pool.

BRANDING AN ICON

As one of the City’s most iconic buildings and facilities, the Baths needed the new brand identity to demonstrate the commitment to the project and a statement of intent for the finished product and offering.

We designed the logo alongside an Art Deco inspired illustrative style and play-on-words copy to

convey the range of facilities on offer and the stunning architectural interior of the Baths.

The result was a suite of materials, used across digital platforms and printed assets.

WEB DESIGN

Cool Blue created a dedicated microsite designed to pull the different stakeholders towards one central hub of information, while also acting as a data gathering tool for the purposes of additional digital marketing closer to launch.

LAUNCHING THE REGENERATION PROJECT

To launch the regeneration project we held a high profile event unveiling plans to an invited audience of key stakeholders.

A public exhibition ran in two locations for 12 weeks before the planning decision was taken, attracting hundreds of visitors and lots of positive feedback to back the application.

The launch of the display attracted significant press, radio and TV coverage and a microsite and social media channels were also used to promote the scheme and gather data in readiness for the reopening.

SOCIAL

Cool Blue set up a range of social media channels to engage with local audiences, in particular, stakeholders such as the Re-open Newcastle Turkish Baths and City Pool group. Social media was used to great effect, building a highly engaged online community in less than a year.

RESULTS

150 attendees on the tours over two days

National coverage included BBC TV Breakfast News

55,000 people reached with single organic post

The launch event also won Best Event at CIPR PRide Awards 2017

To find out more on Cool Blue Brand Communications visit their The Drum Recommends profile.

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