Client: Glasgow City Council
PR Team: In-house
Campaign: Free swimming
Timescale: April 2001- ongoing
Budget: pounds 15,000
Glasgow City Council is one of Britain's largest local authorities,
serving around 600,000 people. As part of its social inclusion programme
to improve the citizens' long-term health, the Council introduced free
swimming for Glaswegians under 18 years of age.
To build awareness of the programme among parents and schoolchildren
Strategy and Plan
A multi-faceted marketing strategy began by sending mail shots to
parents via the city's 300-plus schools, urging them to register. Ads
also appeared in Glasgow's press, and children were targeted through
schools and leisure centres where staff wore promotional T-shirts and
Glasgow design agency Curious Oranj produced a series of designs for
48-sheet billposters and A3 posters.
A week prior to launch, key journalists were mailed a 'message in a
bottle' (featured at London's 'Promotions and Incentives Fair')
containing a press release. The two-legged media campaign targeted local
newspapers and radio with light-hearted material and broadsheets with
hard-hitting messages on social inclusion and serious health issues.
Radio was chosen for 40 per cent of media with a paid, co-promotion
agreement with Clyde 1 FM for the launch.
Measurement and Evaluation
BBC Scotland news and regional TV covered the programme. Stories in The
Herald and The Scotsman were backed up by local coverage in the Glasgow
Evening Times, and the Sunday Herald ran a full page addressing the
social inclusion message.
With one pool reporting a 3,256 per cent rise in use compared with last
year, results have exceeded expectations. Swimming is up 250 per cent
with 30,000 free swims taken in just one week.
Indications suggest expected losses of pounds 250,000 in revenue have
been offset by the increase in paying adults accompanying children.
Associated sports centres services are also reporting turnover