Repositioning the ship’s venue hire
- an integrated campaign for corporate, private and wedding clients (2011)
The challenge:
The marketing strategy for Brunel’s ss Great Britain venue hire is based on differentiation with an award-winning venue and service at a premium price. This demanded brand extension with a new font and house-style, and new materials including brochures, adverts and posters.
Approach:
I persuaded boutique design agency, The English Group (TEG), to work on the project at a greatly-reduced charity rate. I worked closely with TEG to ensure the team fully understood the business and the premium look and feel needed to deliver commercial results, whilst remaining aligned with the main brand and the historic ship’s heritage. I managed the project, drafted text, and worked closely with the talented team of designers and illustrators.
Results:
TEG introduced Sabon to the range of fonts, capturing the luxury of the venue and its heritage, and produced a range of beautifully illustrated brochures, posters and adverts. The materials appealed to target audiences, helping the Trust to differentiate its venue hire, positioning it as a premium brand, to command higher charges with increased revenue and profits.