B I D NEWS
by Phil Scoble Marketing a dream destination…
Dartmouth’s Business Improvement District wants to help boost the town’s economy and is kicking off a major destination marketing campaign to
bring more visitors and investment into the town. The BID has targeted marketing following workshops in 2013 asking businesses what they would like to see get investment in Dartmouth to boost the town’s economy – the message was loud and clear: traders wanted to see more marketing for Dartmouth! But what will the campaign consist of, and how has it
been brought together? BID Chairman Nigel Way said that the creative
marketing agency used by the BID made a big difference to the campaign and its ambition. “The BID team wanted to create the perfect campaign for Dartmouth – and we chose Chaos Design after a tendering process involving 12 companies. Chaos not only impressed the Board of Directors with their ideas, ambition and experience but also beat off the competition on value for money as they are working pro bono on some of the activities,” he said. Chaos did not waste time – they held a series of
workshops in the town in February, asking more than 100 business people from the town to engage with them and share their ideas on what made Dartmouth unique and special. What, they asked, makes people love Dartmouth so much? The answer was not a simple one. Peter Campbell, MD of Chaos, has been personally
involved in every stage of the campaign for Dartmouth and said the feedback he and his team received left them inspired and motivated to come up with a simple yet imaginative campaign. “Dartmouth means so many things to so many
people,” he said. “We realised quickly that the destination marketing had to look at the whole town and all it had to offer. We wanted to reflect the fact that so many visitors and residents had different things they loved about Dartmouth. It’s clear that once people visit Dartmouth they often come back again and again – because it has something for everyone at every time of the year. “This got us thinking on how to combine both destination branding with a website name that would stick in the mind as opposed to simply branding the town and creating a logo – we decided on using ‘
Dartmoutheverytime.co.uk’ because no matter what you want to do, whether it is to visit on holiday or to relocate your business, we want people to choose
Lorna Yabsley of Bang Wallop capturing Dartmouth at its best for the BID advertising campaign
“The simple, text-based, ‘Dartmoutheverytime.
co.uk’ brand message is designed to be used in lots of different ways across social media, event branding and media campaigns”
Dartmouth, every time!” “Dartmouth, every time” became the cornerstone of the campaign – allowing Chaos and the BID team to concentrate on ‘selling the dream’ of Dartmouth to those who want to visit, work and live here. The “Dartmouth, every time” idea allows the campaign to take in beautiful views, the fantastic food and bars, all the places to have fun, relax or even have an adventure and all that abounds in the town. The simple, text-based, ‘
Dartmoutheverytime.co.uk’ brand message is designed to be used in lots of different ways across social media, event branding and media campaigns. The branding artwork is made available online through the
www.dartmoutheverytime.co.uk holding page, so that companies can use it in any way they chose to suit their own colour schemes or themes. The brand will first be used on a series of railway
advertisements at 75 stations across the country – using humorous play on words based around every day mundane activity phrases turned on their head, for example: - • “Super Market, Dartmouth style”: ladies looking at the merchandise on offer in Dartmouth’s Old Market • “Getting Online, Dartmouth Style”: a child with a crab on a line • “Board Directors, Dartmouth Style”: a group of friends paddle boarding on the Dart • “The Daily Commute, Dartmouth Style”: a couple on the Dartmouth Passenger Ferry clearly on a romantic break The railway campaign alone will be seen by more than 20 million people between September and December, spreading from the Midlands down to London and the South West including Bristol. Fran Johnson, who leads the Marketing Team for the
Dartmouth BID, said: “We wanted something that was flexible and allowed any business to use the brand and create something that fits their branding and style. The
visit
www.bythedart.co.uk - for everything & anything about Dartmouth
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164