dadasd 

The Gate London

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying

CHALLENGE

To reposition local waterways in England and Wales as a free and accessible source of wellbeing.

INSIGHT

Target the 8 million people who live within 1km of canals and rivers as these individuals can most easily build visiting a local waterway into their daily routine.  Tap into the finding in Canal & River Trust's research that shows a link between spending time by water and an increase in happiness and life satisfaction. 

SOLUTION

Use hyperlocal targeting - down to postcode sectors - across both offline and online media.  Target people based on three key scenarios where people are likely to need wellbeing:

- Work, including daily commutes and lunchtimes spent at the desk

- Leisure, such as high-cost family shopping trips or days out

- Self-improvement, such as taking roadside cycle rides that expose them to car fumes

Use a range of contextual, time and keyword targeting to maximise relevance and further highlight the benefits of a trip to a local waterway.

Focus the message on 'Wellbeing for everyone' to counteract the commodotised, over-engineered and exclusive nature of wellbeing in the modern world, instead drawing attention to the Canal & River Trust's unique network of waterways as an accessible and natural source of wellbeing for everybody.

The campaign is running across outdoor, digital video, social and radio media from 13th June 2018.

RESULTS

Campaign has just launched we will update with results when we can.

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