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Connecting Cheshire is made up of the four local authorities across Cheshire – Cheshire East, Cheshire West and Chester, Halton and Warrington borough councils. It was established to deliver faster broadband to areas where it had not been commercially viable to invest previously. The first phase of the programme highlighted the availability of superfast broadband; the second, focused on helping businesses realise the possibilities it opens to them.
Stage one was to create a theme or sub-brand to differentiate the Connecting Cheshire seminar from others, while building on the characters created for the first phase known as the Fibre Guys. With the name – Digital+ – and logo developed, we created a business-targeted, integrated campaign using high impact, high targeted media such as outdoor advertising at railway stations, online marketing via business news websites such as Insider and targeted LinkedIn campaigns.
A suite of collateral was also produced for marketing and for the seminars themselves – all designed to carry the brand through every element of the campaign.