Warrington Place Brand

– Stakeholder Engagement
– Brand Strategy
– Visual Identity
– Launch Campaign

Background

We were appointed by Warrington BID to create a destination marketing campaign for the town, targeted towards residents, businesses and visitors within a 10 mile radius. We created the Warrington is Happening brand, born out of strategic insights and the aspiration for Warrington to be more city-minded.

Research

The project involved Lego Serious Play workshops with key stakeholders from the BID, council, local businesses and other stakeholders as well as a survey of local residents and town centre users. This was followed by qualitative interviews with other stakeholders to help refine the brand.

From the initial stages of research and strategy, it was clear that what was needed was a brand that could be flexible enough to talk about past glories and future plans, what’s happening right now and what will happen tomorrow.

The Brand Identity

We titled the campaign ‘Warrington is Happening’ to focus residents and visitors on the many positive things already going on in the town as well as those to come.

Launch Campaign

To launch the new place brand, we created a new destination website featuring details of everything happening in the town. We also launched social channels & local bus advertising to help reach the audience outside the town centre in the run-up to Christmas along with a dedicated Christmas version of the brand. We also produced a series of PR stories and audience engagement competitions to help promote the brand message and shift negative perceptions.