For an event as big as the re-opening of the Ulster Museum, National Museums Northern Ireland needed an even bigger idea. The challenge was to drive people to the opening and invite them to “Unwrap History”. To build anticipation for the October 22 opening, we decided on a targeted two-stage “Tease and Reveal” outdoor campaign, supported by press and radio. By placing various Ulster Museum artifacts in a giant warehouse, the outdoor creative brings the “Indiana Jones” inspired campaign to life.
With the Army Careers Exhibition being the largest in their calendar of events, we needed a bold campaign that would highlight the prospects associated with joining the army, as well as drive people to the event.
We highlighted the key values that the army can provide, Pride, Purpose and Opportunity. The use of bold, graphic imagery plays on the gaming theme helping us produce a targeted campaign. The campaign will run across a variety of outdoor and will be supported by radio and tv – highlighting the kit that will be on show at the event.
In an increasingly competitive market, it has never been more important that Northern Ireland’s tourism products are of the highest possible standard. Successful businesses are powerful aids in marketing and selling Northern Ireland as a destination. In order to enthuse and inspire those wishing to invest in new products or revitalise existing ones, the Northern Ireland Tourist Board commissioned AV Browne to produce a series of case studies, analysing a range of successful businesses throughout Northern Ireland, from hotels and restaurants to visitor attractions, to use as a template to encourage and inspire best practice right across the industry. The Merchant Hotel and Newforge House are the first in a series of twelve case studies.
The new brand identity for QFT has now been applied to their bi-monthly film guide. The larger A5 format has a more editorial feel, and the additional space allows for more reviews, interviews and information on special events.
Doherty & Gray briefed us to create a new and fresh brand for their premium sausage range that would communicate the history and authenticity of a traditional Irish Butchers whilst being inviting and engaging to a broad demographic throughout Great Britain. The Saints and Scholars range has been a fantastic success with minimal marketing expense. Units are now being sold in major UK and Ireland supermarket chains Sainsbury’s and Waitrose with plans to expand distributions further still.
Continuing their bolder, more in-your-face advertising, BT asked us to develop a campaign to push their new, faster broadband that will deliver monster speeds of up to 20Mb. And what’s more powerful than a mighty T-Rex! These imposing 48 sheets were unleashed onto the streets of Belfast in early August along with the launch of an animated (and growling!) micro-site. It’s the power of BT Total Broadband…unleashed!
With the Euro price being so high at present, our main campaign focus was to persuade ROI residents to ‘Head North’ this summer for a great value break. A secondary target audience was International visitors.
We used visitor attractions unique to Northern Ireland, like the Planetarium in County Armagh or Zorbing in County Londonderry. We also targeted the border counties with outdoor advertising and a shopping centre promotional display, placed within centres in border towns in N. Ireland. Both targeted ROI shoppers who cross the border to make savings on their shopping. Again our message was ‘With so many unique attractions, a great value break is closer than you think’.
