P1
For this unit, I am presenting the pitched idea for the City of Culture title to be rewarded to Liverpool. Here, I showcase and explain how and why I have chosen some methods and techniques to promote the campaign. To promote the campaign, I have decided to use a wide variety of methods that would showcase the campaign further. I also decided to do this as it is more realistic due to campaigns in today's day of age usually expand their growth through the use of different mediums, essentially gaining the attention of different target audiences and demographics to the same topic.
Below are what products I have produced to promote the campaign, including the methods of traditional and digital advertising as well as building an identity for the brand.
Click HERE to see a more precise explanation and plan of what I want my campaign to follow.
Presentation Link: https://prezi.com/view/osogdcvDvqKGlpjy5CRZ/
Legislation & Planning
(M2)
These pieces of planning are vital for the campaign as a whole. Whenever a campaign at this scale is taking place, there is always lots of paperwork and legislation involved that make sure everything is organised, done properly and that the safety of visitors and participants is achieved, being the main priority during the whole corse of events and period.
To view the paper work that was completed for my campaign, please click HERE [D1]. The following will feature the risk assessments for all of the event locations and different ways the events will be advertised. This includes the video planning, poster planning and logo planning which will also be showcased in their specific headings below.
Logo
This presentation is indicating what is happening during my culture campaign, including further information of the campaign, featuring promotional material such as posters, social media posts, websites and a promotional short film about Liverpool and what the campaign will benefit within the city.
The logo, which is arguably the most important part of the campaign as it gives the campaign an identity, was created on Adobe Illustrator using different methods. The idea was to convey the city by implementing the infamous liver bird with the year as the wing. I decided to do this as it connotes the city with the liver bird silhouette as well as the year of the campaign, compact together making it easy for a viewer to understand what the logo identifies.
To view the full logo creation process, please click HERE. [D1]
Print Methods
(P2/P3/P4/M3/M4)
All of the promotional poster material was completed using the Adobe softwares Photoshop and Illustrator, assisted by creating vectors, my own images and stock images to make up the posters. To create the posters, I first researched the codes and conventions, and methods of what makes a poster enticing to an audience by looking at general posters and more specifically, posters from other culture campaigns.
As there are a series of different events to happen through the campaign, there is at least one poster for each event which outlines the information and details needed for the viewers and audience. I have designed each poster to be as eye-catching and enticing as possible, using different brushes, colours and textures which link to what type of event it is and to communicate that through the page.
I have also produced billboards. This was done using the same method as the posters however I followed the codes and conventions of a billboard to allow the advertisements to work when being passed on the busy streets.
To view all the poster's creation process, please click HERE. [D1]
Short Film / Video
Creating a short film brings many advantages to any campaign, whether it be tackling racial problems in sports or trying to solve the problem of a global virus, as seen recently on TV. In my opinion, having a video to display a message is essential for any campaign, especially if they want wide coverage, recognition and audience. Any video that it produced can more likely connect to an audience as the narrative is speaking directly to the audience. This again is why I have chosen to create a video as, in order to grow the campaign, the message needs to be evoked to as many people as possible.
My video will essentially promote the good things of the city of Liverpool and what the culture campaign will bring to the city. The format of the film will be an interview type narrative with different types of footage overlaying me speaking about the topic. The footage consists of my own, images of my own and stock footage that I acquired for free. I have used this type of footage as sometimes I could not get access to some of the subjects of the shots and style of them, making the video as a whole, a lot more professionally looking.
To build and edit the video, I ventured around the city of Liverpool, gathering images and clips to use, then later, used Adobe Premier Pro editing software to overlay and make the final version of the video.
To view the process and creation of the short film, please click HERE! [D1]
Social Media and Online
Having an online presence for a campaign is essential in the modern day. Having this version of contemporary advertising advances the whole campaign, enabling it to reach a further audience at a quicker rate. The stronger online presence the campaigns acquire, the more likely people and other users of online platforms will take interest and take on board what is being advertised.
The platforms I have used to have the online presence is using social media, such as the popular Instagram for younger ages, Facebook for the older/middle aged users and Twitter to cover all genres and interests. To accompany the social media, I also produced a website. In the modern world, having a website is essential. It is a place of information and the first port of call users would go to, to see if what they are reading is trustworthy or if they want to know extra specific details.
Another form of online presence that I will be using is YouTube. This is purely down to the statistics and data that is linked with the platform, making it an advertisers dream.
- 2.3 Billion monthly users worldwide! (To understand the scale of this figure, if you tried counting to 1 Billion right this second, you will reach the 1 billion mark in 31 years, 251 days, 7 hours, 46 minutes ,and 40 seconds - Double it and add more to get to 2.3 Billion!)
- 2nd most popular social media platform
- 62% of the world's businesses use YouTube
- 90% of users of the platform discover a new product or service whilst they are watching their favourite videos
Having a presence on YouTube will be very useful the video I have produced as it enables more and more people internationally to be enticed into the campaign and potentially participate in any of the events. The fact that there are many millions of viewers across the globe, enhances the awareness of culture in the city and what the campaign is about.
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