Creative Strategy
In
response to the Creative Brief the direction will be a large market strategy
that will drip-feed the audience. The print-based advertising will be based on
secrecy and lead people into questioning, researching or scanning the QR Code
that will also be printed on the poster. This will create a word-of-mouth
effect and getting people talking about the Cultural Olympiad. As the main
problem and for the Cultural Olympiad is that the public are not aware of their
services, when the campaign becomes more mainstream, the PR will provide
information about the festival. The PR part of this campaign takes on a larger
role then the print-based advertisement, with activities such as competitions,
appearances, travel offers and freebies. A brand identity for the Cultural
Olympiad is to be created here with the advertising and single Olympic “people”
ring.
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