The contract runs until March 2010 therefore an innovative and captivating theme had to be conceived.
Cube3 created a high profile campaign branded, ‘Hidden Heroes’, which promoted the idea of the Lancashire Probation Trust service carrying out life impacting work in and around Lancashire. The project focuses on the communication of public safety and the management of offenders with an underlying objective of rehabilitation. Finding a creative and thought provoking way to demonstrate and highlight the work of the Lancashire Probation Trust service was an essential element of the overall brief.
The campaign started with an unbranded survey across key residential areas in Preston to establish a benchmark of opinion in relation to the perception of the Lancashire Probation Trust service.
This was then followed by a high profile public facing outdoor campaign designed to be seen by as many people across Preston and Central Lancashire as possible.
This included bus back advertising on key routes in/out of Preston, ad-vans and programme advertisements at 5 of Preston North End FC’s biggest home games, three 2 week campaign bursts on Rock FM, a new campaign specific micro-site at www.hiddenheroes.co.uk and a communication toolkit for Lancashire Probation Trust staff who regularly give seminars and presentations to related organisations, law enforcement agencies and community bodies.
Cube3’s Managing Director, Karl Barker commented:
“The work we have created for this multi channel campaign is an ideal example of our integrated marketing philosophy. Through strategically delivered results we can provide consistent messages on target that build brand equity for our clients.
The outcomes of the campaign will be evaluated by a repeat residential survey in March 2010.