Campaigns: Public Sector - Milton Keynes offers a 'romantic' touch

Campaign: Rebranding Milton Keynes
Client: Destination Milton Keynes
PR team: Twelve Thirty Eight
Timescale: August 2010
Budget: £5,000

Tourist information provider Destination Milton Keynes asked Twelve Thirty Eight to come up with a campaign idea that would support a national drive to improve perceptions of the area.

OBJECTIVES

- To position Milton Keynes as an attractive place to live and work

- To spread positive messages about the borough.

STRATEGY AND PLAN

The PR team found research showing 93 per cent of residents 'loved' living in Milton Keynes, along with a report saying the city was the least likely place for couples to have a romantic break. Twelve Thirty Eight then used the hook of positioning Milton Keynes as 'The Romantic Capital of Great Britain', using figures about marriage rates, street names and by comparing the city with Venice.

The team also ran a competition for a romantic short story set in Milton Keynes.

MEASUREMENT AND EVALUATION

The story was covered in the Daily Mail, The Daily Telegraph, The Sun, and on BBC Radio 5 Live, Three Counties Radio and Anglia TV.

RESULTS

The winning entry to the romantic fiction competition, Love Amongst the Concrete Cows, was published in the local press and on local radio.

The Destination Milton Keynes website gained 15,000 page views.

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