England’s Northwest

Vision

Raise the profile of the Northwest as a cultural tourist destination by highlighting specific cultural events across the region.

Ideas

Captivate me, Intrigue me, Mesmerise me, Please me.

The London Underground is the perfect place to speak to upmarket and cultural commuters. The digital nature of this media allowed for multiple messages to be highlighted within one campaign. These ads portrayed cultural aspects of events taking place in the Northwest in order to challenge perceptions and drive action to visit.

Victory

• 26% uplift of people viewing the Northwest as a culturally rich, modern place to visit
• 46% said that it made the Northwest stand out from other UK tourist destinations
• 71% said the advertising brought to life what the Northwest has to offer
• 68% uplift of people considering the Northwest for a cultural short break