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I’m Dreaming of... Coventry’s Christmas Campaign
The beginning of October brought early Christmas cheer here at Watermark, when we won the latest pitch from Destination Management and Promotions agency CV One for their 2010 Coventry Christmas Campaign. The brief expected the winning concept to increase footfall into the city centre over the Christmas period and improve consumer perceptions not only to residents but also visitors from the surrounding region of Warwickshire.
CV One was keen to increase footfall through a high value prize and a series of 12 further prizes which they sourced through sponsorship encouraging people to complete an entry form and physically come into the city centre to post their entry during the Christmas period. Our thoughts were to treat the brief as a crisp, high end advertising campaign with stunning visuals to match and include our concept of Coventry's Dream Christmas...I'm Dreaming of a... which allowed the viewer to think what their dream Christmas would be and gives them an immediate sense of participation. Utilising a crisp white and pristine visual of lots of white boxes in varying sizes, all wrapped with luxury red ribbons, the campaign gave the viewer an immediate teaser that their Christmas dreams could come true.
Using Coventry city centre's ABC audited lifestyle magazine, ‘Feel Alive' as a marketing tool, entry forms were sent out to 150,000 households throughout the region. The entry forms were also available to download from the campaign website, and the call to action message was advertised on billboards, buses, local and regional press, social media and a two week intensive radio campaign.
The winners of the competition will be drawn at the end of December, and prizes distributed in time for Christmas with the ultimate winner bagging a dream trip to Florida for 4 people!
It was proposed that the campaign could be used further into the New Year with parking incentives to encourage shoppers back into the city centre during the quieter periods. This would benefit the retailers during the traditional quieter months of the year and create a more vibrant and bustling atmosphere.