Each year Limerick City and County Council coordinate a series of Christmas themed events in November and December celebrating Limerick as a high quality destination to shop, eat and celebrate over the Christmas period. We designed the Christmas in Limerick campaign concept which was applied to web, social, print, animation and video. We created a full suite of campaign assets and managed the campaign strategy, scheduling, placement and monitoring across social and digital platforms for two consecutive years.
What we did:
- Campaign Identity
- Graphic Design
- Video and Photography Production
- Marketing Campaign Management
- Content Creation
CAMPAIGN IDENTITY — To maximise the effectiveness of the campaign it was important to maintain a cohesive visual presence across all web platforms and print material associated with the campaign by developing a campaign brand. The aim of the campaign brand is to celebrate all events and activities taking place in Limerick during the Christmas period. The identity concept we developed is a combination of simple shapes that together represent a Christmas tree and dissemble to create a wrapping paper. This combination of stylised shapes are used to link all Christmas communications across multiple formats and the creative style was rolled out across all graphics, videos, text and imagery.
PHOTOGRAPHY — We produced a series of photographs that celebrated Christmas themes and fare from a specifically Limerick perspective. We applied the campaign graphics to the photographs to create branded images that expressed the cheer and festivity of Christmas and maintained the ‘Christmas in Limerick’ identity.
CAMPAIGN — We created an integrated campaign schedule and developed and produced campaign schedules which incorporated communications and messaging across social, digital, print and press. We identified target audiences, key messages and developed a social media plan for disseminating the campaign message using attractive content including videos, graphics, photographs, branded imagery, copy writing and tag lines for both organic and advertising content across the platforms of Facebook, Twitter, Google Ad Words and Programmatic Advertising. All communications directed traffic to the website where audiences could learn more about Christmas events and activities taking place in Limerick city and county.
RESULTS — The integrated approach resulted in a cross platform consistency including print and digital, native and paid social content including video, and branded bus graphics and merchandise. The campaign successfully connected with audiences throughout Limerick, generating awareness of events in the City and County. Large audiences attended the Christmas in Limerick events with an unprecedented large turnout for the turning on of the Christmas lights. There were high volumes of traffic to the Christmas in Limerick website throughout the campaign. The extensive online interactions, shares, likes and comments on social media, were testimony to an engaged and active audience who throughout the campaign were made aware of Christmas in Limerick events and programming.
