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Client

Look Sideways-East

Project

Design for Print: It’s all here

Objective

To share the arts offer from the East in a format that communicated its scale and quality.

Results

  • Widespread distribution helped drive an ultimate 25% growth in cultural tourism.

For both years of the Look Sideways-East cultural tourism project, we created a season highlights handout for distribution through tourism stands. Our approach was to create print that was inspirational, innovative and communicated the quality (often unexpected) cultural offer from the region.

In year one, we took a calendar-lead approach and – based on our insights to the responses that created – in year two, we developed three specific themes and gave each a dedicated section to appeal to different audiences.

This format included an innovative concertina-fold no Springer or project stakeholder had seen elsewhere and ensured that that, as more cultural highlights were announced throughout the year, the Look Sideways project could support them in reaching new audiences outside the region.

We distributed it on the ground in Norfolk and Suffolk, and working with partnership networks across Kent, Cambridgeshire, Essex, the East Midlands and London (areas all rich in our cultural tourist target audience) to spread the word as widely as possible.

This activity was supported by targeted digital advertising across Facebook, Twitter, Instagram and Google Display Network to remind audiences of the cultural life of the region across multiple touch-points.