Public Sector: Campaign Breakdown - Normal for Norfolk

Agency: Tribe
Client: Norfolk County Council
Timescale: September 2009-March 2010
Budget: £44,000 for PR (total campaign £200,000)

The lowdown

Occasionally the butt of comedians' jokes, Norfolk is now fighting back with a bold campaign to champion itself as a world-class place to live and to work.

Who is being targeted?

Business people in the East and London working in industries linked to Norfolk, such as renewable energy, health and life sciences and financial services, but also the wider public.

Why is it happening?

Research shows that many business people have little or no awareness of what Norfolk has to offer. And yet the county claims to be at the cutting edge of a number of future industries, with a skilled workforce and a good quality of life. Norfolk County Council wants to encourage inward investment enquiries and tourism by highlighting the world-class work/life balance to be had in the county.

Strategy and tactics

Before launch, people wearing 'What's Normal?' T-shirts popped up in Norfolk and London, including on the fourth plinth in Trafalgar Square. Consumer, trade and business media coverage of Norfolk and its industries is planned for the coming months.

What else is involved?

Television advertising rolled out from 15 September, along with online banners and outdoor posters.

What challenges does the campaign face?

Tribe's deputy MD Donna Chessum said: 'Using the phrase "Normal for Norfolk" is a brave move. It is a derogatory term for anyone slightly odd. This campaign turns the phrase on its head and people will appreciate the joke and see what really is normal for Norfolk.'

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