Following a competitive tender the Durham Business Improvement District Company (Durham BID) appointed r//evolution to support businesses within Durham City Centre, through marketing and communication activities, to attract local visitors and encourage more repeat visits to support the local economy.
r//evolution planned and delivered a fully integrated brand communications service including branding, design, PR, social media management and media buying to be delivered within a set budget, both for on-going communications and campaign-led activity.
Developing an engaging brand family has been central to the success of Durham BID in supporting and promoting businesses and the city. With the core brand firmly embedded, a suite of collateral for use across channels has created real personality and differentiation to encourage people to change their behaviour and visit the City. Strong brand guidelines allowed the creative to be demonstrated across a variety of online and offline marketing collateral as required.
As new initiatives and high-profile events have been developed by Durham BID, r//evolution has delivered strong creative elements demonstrated across a suite of posters, flyers, press ads, online adverts, social media adverts and social media graphics.
Ongoing PR and communications activity alongside campaign projects helped to promote events, business news and the City’s offer to the target audience and encourage people to visit the City more regularly. For instance, communicating key messages that Durham is open for business during ongoing roadworks. To complement this activity, r//evolution delivered strategic social media management (including social media advertising) and delivery, engaging target audiences and stakeholders. Relationships were also developed with key media outlets to offer strategic advertising both online and offline during key periods and key times to promote the City and Durham BID initiatives.
Alongside monthly InDurham Weekend initiatives, r//evolution has delivered a number of integrated campaigns including Christmas InDurham, Independents InDurham and Thursdays InDurham; which involved creative, advertising, social media and PR.
Positive results have been noted with the number of shoppers visiting the city growing by 1.5% in 2016. Marketing activity has also encouraged behaviour change with footfall increasing by 63% on Thursday evenings since the launch of Thursdays InDurham in May 2016.