Campaign Strategy
When working with the creative brief we come together with
some creative solutions and aims for the campaign strategy. Our biggest aim is
to create more awareness of Cultural Olympiad, we want more people to know and
understand the meaning of the festival. We want to make the advertising fun and
different compared to normal TV and print adverts. Another aim relating to our
creative solutions is to get people involved. After them knowing about the
festival due to the advertising we now want people involved with the activities
and going there just to see what it’s like. As we know Cultural Olympiad is a
different type of Olympics for creative people we want our advertising and
awareness in a creative way too.
Marketing Plan
In order to use our
creative solutions and bring them to life we have created a media plan to show
off how we will complete our aims.
Advertising
For our TV adverts we will only be showing the Cultural
Olympiad logo for ten seconds on main TV channels. We only want it to flash for
ten seconds because we want people to search the logo and ‘Cultural Olympiad’.
For our print adverts we are having photos of the famous people involved for
example, Leona Lewis, Florence and the Machine and Giles Deacon. We are just
having them in the advert, very simple with a sentence “I’m going, are you?”
with the Cultural Olympiad logo and a QR code taking them to the official
website but the section relating to that artist. We want our print adverts in
magazines, newspapers, buses and billboards. Also we want our logo on drinks
bottles such as Buxton water, Oasis, Fanta and Tango as these are all very well
known branded drinks that are frequently sold.
Events
To get the kids involved with the festival we want to bring
in official people taking part to go into junior and senior schools and do
event days where the kids can try out all the subjects going on at the festival
such as music, film, fashion and art. The kids can then get more knowledge
about it and then if they enjoy the subjects they can suggest it to their
families and possibly get more families to go. For the musicians taking part in
the festival we want to do mini free concert for each artist on the same night
but in different parts of the UK.
Competition
We will be holding one big competition for anyone to enter
that enjoys any of the subjects in the festival. We want people to create a
“piece” whether it’s a dance they made, a song they have written, to create an
outfit ect. The prize of the competition is for the winners to showcase their
talent at the festival and also one musician, the fashion designer and the
dancer will be picked to be part of the opening ceremony of the Olympics.
Products
When people visit the festival many might want to pick up a
souvenir of the event if they enjoyed their time. We want to make the souvenirs
interesting and different to ones you would normally buy. We want the artists
involved with the products sold. The artist’s original artwork can be copied
and then sold to the public. The musicians can have their music on sale, the
filmmakers can have their films on sale ect. We want the fashion designers to
create a small range of products ranging from scarves, bags, socks and
T-shirts. We will also be selling key rings and pins/badges.
We want to be able to help out families that will have to
travel into and around London. We will be offering a discount pass ticket. This
will mean anybody or family that has this pass can get train tickets cheaper to
and from London, cheap transport around London like tubes and buses.
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