Creating Places Where People Want To Be - Achieving Successful Destination Brands for Living, Work, Rest and Play

Creating Places where people want to be- Achieving successful destination brands for living, work, rest & play

October 2014

Place Branding London BrandingAudiencesLondon Real Estate Marketing ChallengeOffices and Business CentresShopping CentresCreating Communities

Creating Places where people want to be

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Who we are...

and design consultancy

real estate and corporate sectors

M.Video Maintaining leading brand status

Over the past 5 years, we have worked with M.video on many different aspects of their brand

Projects include retail concept development and external and internal image/communications

Detailed brand audit and research analysis

Various strategic and creative projects with different departments, including senior management, marketing and HR

Brand identity, sub branding, advertising, brand culture, marketing and communications.

Comprehensive manual documenting defining the use and application of the brand across all key channels and relevant media.

Example 1: The latin logotype in horizontal format reversed white-out of background colour

Example 2: The latin logotype in horizontal format within the exclusion area (freespace)

Yeni GLOBEX BANK logosu

Eski GLOBEX BANK logosu

What we do - Real estate

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9/ Архитектурное решение9/ Architectural Expression

Galactica Park_Brochure_April 2008.indd 48 23/04/2008 19:10:24

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Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35

Commercial success is based on achieving positive differentiation in a competitive market

Branding is managing your image and reputation to create an added value perception to differentiate …. a place, venue, product, offer, service and people


Place branding Creating Places Where People Want To Be:

Nation...Region...City...District...Address...Centre...Workplace...Home

Nation Branding Audience Challenge :

Engaging diverse international and local audiencesCommercial... political... social... stake holders... vested interests... individuals...

City branding Competition for attention and preference in a globalised world

Enhanced status - a destination - a place where people want to live, work and visit

Challenge: Destination brand managementDifferentiation Coherence Clarity of image

Meeting expectations of different target groups: international tourists, residents, and potential investors

City branding

”When a man is tired of London, he is tired of life; for there is in London all that life can afford.” Samuel Johnson

“There’s nowhere else like London. Nothing at all, anywhere.” Vivienne Westwood

“I’m leaving because the weather is too good. I hate London when it’s not raining.” Groucho Marx

If you’re curious, London’s an amazing place. David Bailey

London is a roost for every bird - a modern Babylon Benjamin Disraeli

London has become the libel capital of the world.Richard Dawkins

A worldwide hub - “the capital of capitals”

London is a fantastic creator of jobs. Boris Johnson

London has the greatest serious music that you can hear any day of the week in the world David Attenborough

London... brand perceptions A megacity that defies simple definition

London...Brand Icons ArchitectureA mix of globally recognised architectural landmarksFull of contrasts - old/modern, traditional/radical

London...Brand Icons Human...Transport...Communication...HeritageA diverse, quirky mix Modern... innovative...reinvented...timeless... cliched...obselete...

London...Brand Icons Human...transport...communication...

London in 1746

London...Brand Attributes History... geography. A sprawling cluster of joined up villages contributes to its unique diversity of character

1943Social and Functional Analysis of London

London...Brand Attributes History... New zones - Places

London...Brand Attributes Neighbourhoods?

Many outer London boroughs are artificially branded neighbourhoods.

They don’t pass the “I come from...” test- the sense of place

London...Brand Attributes? The outskirts - names not places!

Outer London Boroughs identity crisis?

Rebranding/reinventing themselves in attempt to differentiate and create stronger sense of place

London...Development The Mayor’s London Plan Regeneration Intensification Coordination

Audiences ...

Consumers... Citizens

Changing needs and Aspirations

The changing consumer

Staying Relevant!

Different customer generations... ...changing perceptions & priorities

Tech-savvy

Grasp new concepts quickly

Enjoy change

Like personalisation & customisation

Seek stimulation, get bored easily

Social, connected, consultative

Caring, motivated by their mission

Want to make the world a better place

Major influence on baby boomers

“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte

Key Influence

London...People...population profile

More younger peopleFewer older people (but old Londoners live longer)

London’s age profile is younger than that of the UK as a whole, with a median age of 34.0 years in 2012, compared with 39.7 years for the UK.

London Consumers...Citizens Population Boom Change Churn

The next ‘millenials’ - newborns are the drivers of population growth. Estimated to be 10m by 2031 (up from current 8.3 m)

(Latest National Statistics figures: year to June 2012 - 360,000 moved out, 370,000 moved in 134,000 babies born - equals 90,000 additional Londoners)

More jobs, homes, transport capacity, schools, health and other services

London Consumers...Citizens Population Drift and Diversity

Diversity of incomes, lifestyles, culture, needs, aspirations

Capital’s population is changing not only in its size but also in its composition, distribution and quality of life.

Locations, concentrations and movement of different groups constantly evolving

Upwardly mobile movement to suburbs: ethnic group movements to outer boroughs, suburbs and towns; young people moving into inner diverse areas...Poverty rates in outer london have risen, in inner London they have fallen

London Real Estate Marketing Challenges

Creating visionsProjecting a lifestyleSelling a sense of place ….

Real Estate Marketing - London Property Mania

Property TV Shows “Media Property Porn”

Real Estate Marketing - London Property Media

Previous buildings

Creating A Vision Replacing post-war buildings

Selling Design... LifestyleArchitectural BrandingAligning architecture and brand together

Our intention is that the idea behind Royal Wharf is groundbreaking, rather than any particular building. While much development along the Thames has tended to be somewhat skin deep, our plans for Royal Wharf go much further: it’s not that a river runs through it, but a high street, and off the high street, side streets, with the occasional mews. If this sounds famil-iar, it’s because we’ve taken our inspiration from the way London developed historically, providing the growing population, especially families, with a rich mixture of buildings, with many different functions, but with an organic rather than a planned feel. Our ambition is that Royal Wharf will come to be seen as a model development for future urban regeneration.

Place Branding - Creating a traditional sense of place. ”New heritage”

Place Branding - “More London”Creating a totally new sense of place

...with new city spaces

Place Branding - “More London”Creating new city spaces

Place Branding - Using location geography

London’s highest residential apart-ments. Rising 500ft above a global financial district: a view that few will share and a heightened sense of being even less will experience. Look down on one of the world’s most power-ful business centres. Look across the whole of London. Look up to no one.

Place Branding - Aspirational messages

Place Branding - Art and ArchitectureThe Greenwich Peninsular Marketing Hub & Art Gallery

Conceived as part of the on-going regeneration of Greenwich Peninsula, NOW Gallery will sit within the hub as a free, permanent public art space. Its exhibitions will show for three months each, featuring commissions from well-known and upcoming artists and designers.

Community Branding - For “OWLS”Creating a sense of place and involvement A Housing Association that has become a £300

million housing company bringing together, with partners, a £1 billion regeneration project on an area of land the same size as the Olympic Site and almost opposite it. The HARCA are a registered social landlord owning and managing around 8490 homes in East London.

ORDINARY WORKING LONDONERS

Offices... Business Centres

The changing workplace- new market dynamics- employer brand challenge

Building Brands... Multi Level Public Porosity... Mixed OccupancyThe Shard ‘Cheesegrater’ ‘Walkie talkie’

“Vertical City” “Sky Garden”

Offices come in all shapes and sizes!- ‘Life is work, work is life’

Offices come in all shapes and sizes!- Work, rest, playlounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play

areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...

The Consumer Driven Office

A new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz…squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers…- Want ‘value’ – flexible space, contract options,lower ‘different’ specifications

The Consumer Driven Office - Tea Building London

Images courtesy of Derwent London

The New ‘A’ Class

Business Centre Brands - Creating Tenant Communities

Business Centre Brands - Creating Tenant CommunitiesIntegral, Moscow

Group M - Differentiated “Worlds”

• Group M • MEC• Maxus• Mindshare • Mediacom

5 levels... 9,500 sq metres

“Legenda Tsvetnogo” Business Centre, Moscow

Group M - Differentiated Worlds

Group M - Group M - Differentiated Moscow Agency Workplaces

Before & AfterGroup M - Before and after...Before and after... Brand engagement

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New Values... New EnvironmentsHSBC

· Branded o�ce workplaces

· To engage... to motivate...

· 750 o�ces in 87 countries

· Strategic global graphics concept to reflect values and attributes: open, dependable, connected

· A unified look and feel adapted to suit market and cultural mindsets

· For head and general o�ces, data centres, call centres

New values – new environmentHSBC - New values - new environment

HSBC - New values - new environment

Shopping Centres

Where people want to be... again and again

Shopping centres are destination brands

The Challenge: To achieve a synergy of branding,marketing and visitor experiencePositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

Shopping centres are destination brands

Social Media Challenge

“A brand is the sum of all conversations happening around the brand”

Focused MessagesCentreBrand

Photosharing

Social networking Video campaigns

Forums

Blogging Social bookmarks

Traditional channels are no longer the primary marketing mediaThey often act as an awareness enhancement tool for online marketing

Online MediaTraditional Media

Push & Pull

‘New’ media - interactive marketingNew media - interactive marketing

#WINTERWONDERFULTurning Followers, Likers and Instagrammers into shoppers

OUR POSTS

Win £300 to spend at HUGO BOSS with today’s WinterWonderful. Simply like Metquarter Liverpool and share for your chance to win!

Metquarter Liverpool shared a link.10 December 2013

Every girl deserves a bit of sparkle in their lives and this Links of London stardust bracelet will give you exactly that! Like Metquarter Liverpool and share this pic for your chance to win today’s glittering #WinterWonderful prize! The question for the winner is, will you keep it for yourself or give the most beautiful gift to your loved one? Decisions decisions!


Your make up bags are filled with your favourite make up products, but do you have the right tools of the trade? Win a 9 piece MAC make up brush set and handy pouch worth over £200 courtesy of today’s #WinterWonderful! You know the drill by now…like Metquarter Liverpool & share this pic for your chance to win!


1,128 900 1,409321 443 6522,218108,224 61,396 112,384

1456 2,642

Likes Comments Shares Facebook Reach

THESE ARE SOME OF OUR MOST POPULAR POSTS, WITH THE RESULTS SHOWN BELOW

FACEBOOK AD – PROMOTING THE COMPETITION

WE CREATED A FACEBOOK ADVERT THAT WOULD APPEAR IN PEOPLE’S NEWS FEEDS THROUGHOUT THE DURATION OF THE CAMPAIGN.

THIS WAS TARGETED TO MALES AND FEMALES LIVING WITHIN 50KM OF LIVERPOOL AGED 18 AND ABOVE.

RESULTS

+96%

+94%

857,98822,693+121%+23%

LIKES INCREASED

TOTAL REACH

TOTAL SHARES

FOLLOWERS INCREASED

FOLLOWERS INCREASED

INCREASE IN TOTALSOCIAL MEDIA FOLLOWERS =

INCREASE IN YEAR-ON-YEAR DECEMBER SALES

+35%

+4%

+94%

+2%

+10%

MQ FLOWERS

+9%

+4%

+29%+9%

Building AuthorityRecently launched:• Downloadable recipe book • Fashion blog

Westfield, LondonStrategic marketing • ‘Pulse’ with original content promoting tenant

brands + links to related social media

“Exceptionalplacebrandexperience”Kaleidoscope, Moscow - Creating a community hub

Beforewestarted...

A vision to turn a sterile site into a first choice place to be...

Thevisionrealised...

Kaleidoscope, Moscow - Creating a community hub

Riviera New Moscow destination

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Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Center Opening: Q4 2015

Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Centre Opening: Q4 2015

АвтозаводскаяТульская

Замоскворецкая

Серпуховско-Тимирязевская

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ТРЦ «Ривер Молл» имеет отличную видимость и транспортную доступность с ТТК. Такое расположение сделает его удобным местом для шоппинга и проведения досуга и для пользователей многих других транспортных артерий города, таких как: улица Велозаводская, проспект Андропова, Варшавское шоссе и прочие.

ТРЦ «Ривер Молл» находится между двумя станциями метро: Автозаводская и Тульская, совместный дневной поток которых составляет более 130 тыс. человек. От данных станций метро будут курсировать автобусы торгового центра.

Непосредственно перед ТРЦ «Ривер Молл» размещаются две остановки общественного транспорта, где останавливаются 11 маршрутов автобусов и 4 маршрута троллейбусов.

Параллельно с реконструкцией и застройкой территории ЗИЛа намечен ввод в эксплуатацию станции метро Технопарк в середине 2015 года, а также планируется строительство транспортно-пересадочного узла Московской кольцевой железной дороги. Оба объекта будут находиться в пешеходной доступности от ТРЦ «Ривер Молл».

SC River Mall has great visibility and transport accessibility from the 3rd transport ring. Such a strategic location makes it a very convenient place for shopping and leisure for people using other transport arteries of the city, such as Velozavodskaya street, Andropova Avenue, Varshavskoe Highway and others.

SC River Mall is located between two metro stations: Avtozavodskaya and Tulskaya. These have a total daily traffic of more than 130 thousand people and will be served by shopping centre shuttles.

Two public transport stops with 11 autobus lines and 4 trolley lines are located directly in front of SC River Mall.

In parallel with the ZIL renovation and development, the commissioning of a new metro station, Technopark is planned for mid-2015. This is in addition to the construction of a new transport interchange linking with the Moscow railway ring. Both stations will be located within walking distance of River Mall.

Выгодное месторасположение и отличная транспортная доступностьBeneficial location and excellent transport accessibility

Карта транспортной доступностиRoad map

Карта метроUnderground map

Ленинградское шоссе

Во лгоградский проспект

Каширское шоссе

Шоссе Энтузиастов

Щелковское шоссе

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Дм

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Звенигородское шоссе

Волоколамское шоссе

Ленинградский проспект

Можайское шоссе К

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Варш

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Riviera Transformation challenge Concrete fortress... Regeneration catalyst

Riviera Creating a special sense of placeOptimising the unique river front

Riviera Creating a vision

Riviera - Brand guidelines 1

Brand Guidelines


Riviera is for... shopping, fashion, food, ideas, experiences, leisure, events, entertainment, culture, socialising…

A unique venue… for everyone and for all occasions

A unique venue

1. The brand

Riviera is special. There’s nowhere else like it in Moscow.


A place for everday shoppingis...

A unique venue

1. The brand


A premier fashion destinationis...

A unique venue

1. The brand


An inspiring place to beis...

A unique venue

1. The brand


is...A bustling destination

A unique venue

1. The brand


A sense of freedomis...

A unique venue

1. The brand


A place for friends and familyis...

A unique venue

1. The brand


A place for celebrationis...

A unique venue

1. The brand


We create Looking at things differently; imagining ideas and possibilities

We achieve Aiming high; planning for success

We engage Opening up opportunities; building loyalty; working collaboratively

We stimulate Exceeding expectations; creating surprise, delight and interaction

We deliver Acting with integrity, reliability and accountability

Vision & values

1. The brand

Our values

One New Change - City DestinationCool city destination

One New Change - Launch MarketingSimple, stylish, aspirational

One New Change - City DestinationArchitecture and message synergy

Creating communities

Russian market challenge

Rublevo - Arkhangelskoe Putting on the map Creating a sense of place and community

Creating communities not “housing”Russian market challenge

Economic climateRussian market challenge

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ВИДЕНИЕ

CITY BRAND / THE VISION

BRAND VISION & STRATEGY 2

Freedom within security

A range of lifestyles + work options

A vibrant community in a beautiful place

A future proof developmentLong term appeal.

Relevance + sustainability

A FIRST CHOICE LOCATION & DESTINATION

“THE FUTURE NOW”

A gateway to a better life

5 KEY DEVELOPMENT PRINCIPLESA UNIFIED VISION FOR ACTION

THE VISION

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ЭЛЕМЕНТЫ

OPTIMISE KEY ELEMENTS

CITY BRAND / ELEMENTS


LOCATION 20 minutes from central Moscow but a world away.

ARCHITECTUREFusion of contemporary, heritage & traditional values. Memorable skyline.

LANDSCAPEGreen, fresh, natural, diverse . Outstanding hard & soft landscaping.

WATERSurrounded by water; the freshest part of the Moscow river. Water features: fountains, bridges, ice sculptures, skating.Changing character & perspectives.Cool, fresh, calm, reflective, inspirational/dynamic, energetic, lively.

PLANNING & INFRASTRUCTUREDistinct districts.Individual character & appeal within an overall coherence. Experience of space and quality.

ELEMENTS

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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ

CITY BRAND / THEMES, IMAGERY, MESSAGING


‘The future is bright’

Glow, beam, brightness, radiance, luminous, illumination, sunny, sunlitNatural light – day, sun, moon, starsLight creations – light sculptures, floor lightingNight lighting – street lamps, Interior lighting

CITY OF LIGHT

THEMES, IMAGERY, MESSAGING

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'The way you want to live & work’

Variety, multiplicity, mixDifferent environments providing alternatives, selection, preferencesRange of lifestyles and work optionsBalance between work and play

DIVERSITY + CHOICE

‘The best of both worlds’

Close to centre, yet a world awayAccessible, convenientUrban vibrancy/rural retreat

URBAN / RURALDYNAMIC


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‘New generation experience’ ‘A new way of life’

Responsible, nurture, long term view, preserve, protect and conserveEmbracing latest sustainability and environmental values -maximising natural light, materials and green technologyEnvironment, natural materials, greenery, water – CommunityFuture Proofing

SUSTAINABILITY‘A Sure Future’‘An oasis of freedom’‘In safe hands’

Safe, protected, watched over, cared forComfort, confidence, calm, seclusion, Privacy assured, no worries/carefreeOpenness, freedom, liberty, unrestrictedOasis, havenLike minded community

SECURITY


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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯDESCRIPTIVE SENTENCE FITS IN THIS SPACE



‘The future now’‘Enter into a new world’

Realisation of the dream, Idyllic, ultimate, bestOpportunity beckons

DREAMGATEWAY

‘A vibrant community’

Pulse, buzzSpirituality, shared beliefs and valuesCommunity hub/amenities, traditional core, central focus

HEART


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СТРАТЕГИЯ БРЕНДА

CITY BRAND

The brand concept for the original scheme was based on the bird of paradise, drawing on the bird’s mythical status as divine, never needing to land and coming from a terrestrial paradise – heaven on earth. The bird of paradise image was accompanied by the name Рублево-Архангельское signifying the location. This single image identity was however limited in scope, application and appeal. There was a need therefore to develop the identity to create a new concept to meet new challenges and criteria.

The new identity brings together the key elements which make this a vibrant and exceptional development. It reflects the scale and diversity of the project, signals a new management approach and communicates a modern ethos, appealing to a range of different audiences. The distinctive use of imagery within the name initials achieves a strongly differentiated approach that reflects the variety and complexity of the city concept.

It is a unique, memorable and contemporary mark that creates a multi-layered approach, allowing positive flexibility of application and usage in keeping with the diversity of communication requirements.

DEVELOPER BRAND

The Developer Brand takes the unifying and dynamic graphic symbol at the heart of the City Brand as a single branding device. A clear synergy and relationship is therefore established between the two. The Developer Brand has strength, integrity and authority. It acts as an endorsement to the City Brand and as a corporate brand in its own right aimed at relevant business audiences and stakeholders.

CITY & DEVELOPER BRANDS / STRATEGY


CITY BRAND

NEW DEVELOPER BRAND

OLD CITY BRAND/OLD DEVELOPER BRAND

BRAND STRATEGY

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CITY BRAND STRATEGY

BRAND VISION & STRATEGY 2219 BRAND VISION & STRATEGY 20

DEVELOPER BRAND CITY BRAND

CITY & DEVELOPER BRANDS / THE MARKS

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МАРКЕТИНГОВЫЕ МАТЕРИАЛЫ

CITY BRAND / MARKETING MATERIALS

BRAND IDENTITY GUIDELINES 54

Marketing materials will be produced to a high specification to reflect the premium offer and maximise the creative opportunities that all of the different brand elements provide. There will be both consistency in look, feel and quality, along with versatility in interpretation and application of the brand.

Some typical examples of marketing materials such as a special presentation pack, brochure, invitation, magazine/newsletter, billboard and DVD are shown on the following pages.

Inner page examples

MARKETING MATERIALS

RESIDENTIAL SALES BOOK

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ПРИМЕНЕНИЕ БРЕНДАDESCRIPTIVE SENTENCE FITS IN THIS SPACE

CITY BRAND / MARKETING APPLICATIONS


Seasonal publication

Promotional billboards Promotional DVD

MARKETING APPLICATIONS

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ПРИМЕРЫ ПРИМЕНЕНИЯ

DEVELOPER BRAND / APPLICATION EXAMPLES


Sustainability literatureWorkwear

Construction hoarding

Billboard

APPLICATION EXAMPLES

CITY ICON BRANDS

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СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА

CITY ICONS / BRAND EXAMPLE


Within the umbrella concept of the City Brand are destination features that have icon branding status. These can be used to put the development on the map, reinforce a sense of place and give a unique personality to all aspects of the city in a coherent and integrated way.

The first of these is for one of the bridges. This icon brand reflects the dynamic bridge structure and image.

It is a distinctive and memorable mark that has potential for a wide variety of different uses and applications

МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ MARKETING COMMUNICATIONS

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ЭТАП 1A ЗАПУСК КОНЦЕПЦИИ: СОЗДАНИЕ ОСВЕДОМЛЕННОСТИ - ВОСХОД ГОРОДА

КОНЦЕПЦИЯ

Стратегические цели Анонсировать проект широкой общественности Создать осведомленность Передать видение проекта Вызвать интерес к проекту

Креативные цели Привлечь внимание/Быть замеченными Донести основные сообщения.

Креативная стратегия Визуальная привлекательность Сильное, простое, прямолинейное сообщение Легко понятное Восход города в руках человека

PHASE 1: AWARENESS CAMPAIGN

ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ

СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 20

Основное сообщение Целый город для меня

Второстепенные сообщения Город будущего – город света Идеальное место – то, о котором мечтают Город, ориентированный на тех, кто в нем живет

Долгосрочная ценность Простая, сильная идея, которая имеет потенциал стать основным визуальным символом маркетинговых коммуникаций

Ожидаемая реакция

«Как узнать об этом больше»

«Это выглядит красиво» «Было бы здорово»

Где безопасно припарковать мой Ferarri?

ЭТО ГОРОД ДЛЯ МЕНЯWWW.RA-CITY.RU

где лучшее место для


моего скутера?

Где купить самыемодные аксессуары?


WWW.RA-CITY.RU

ЭТО ГОРОД ДЛЯ МЕНЯ?*

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«Понимаю»«Как узнать больше о проекте?”

ЭТАП 1B СОЗДАНИЕ ИНТЕРЕСА К ПРОЕКТУ: НЕОБЫЧНЫЕ ЛЮДИ, ЖИВУЩИЕ В ГОРОДЕ

Стратегические цели Основывается на базе существующей осведомленности о проекте Создание интриги через рекламу Апеллирование к чувству юмора Стимулирование дальнейшего интереса

Креативные цели Использование остроумия, чтобы вызвать любопытство, создать различные вариации на данную тематику Заставить людей говорить о проекте Донести до аудитории основные послания в необычной форме

Креативная стратегия Интригующая концепция

Необычный поворот к изображению различных потребностей целевой аудитории.


Основное сообщение Город для тебя

Второстепенные сообщения Какими бы не были мои потребности и приоритеты, это – город, в котором есть все, что мне нужно Город, который соответствует самым высоким ожиданиям (даже самые требовательные останутся довольны)

Долгосрочная выгода Потенциал для развития идеи в различных формах и для различных целевых аудиторий как часть продолжающихся маркетинговых коммуникаций

БИЛБОРД 1

Серия БИЛБОРД, демонстрирующая будущих обитателей города. Билборды 2, 3, 4 показывают развитие “истории” и подводят к объединяющему билборду 1. Количество изображений будет больше трех. Сообщения желательно остроумные, по принципу “вопрос-ответ”.

БИЛБОРД 3

БИЛБОРД 2

БИЛБОРД 4 - Концепции текущих кампаний

КОНЦЕПЦИЯ

WWW.RA-CITY.RUПРИРОДАWWW.RA-CITY.RUСООБЩЕСТВО

WWW.RA-CITY.RUСВОБОДА

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ЭТАП 1C УВЕЛИЧЕНИЕ ОСВЕДОМЛЕННОСТИ: ВИЗУАЛИЗАЦИЯ АТРИБУТОВ БРЕНДА

Стратегические цели Создание более широко осведомленности о городе и его преимуществах. Развитие ключевых сообщений и тем. Поддержка и развитие интереса.

Креативные цели Создание простых, притягивающих внимание сообщений через правильное использование графики, фотографий и текстов. Постоянное обновление (фотография, текст) и, в то же время, постоянство (графические коммуникации) сообщений, чтобы поддерживать интерес к проекту.

Креативная стратегия Использовать основные составляющие идентификации для того, чтобы визуализировать ценности бренда


Основные сообщения Рублево-Архангельское – город на природе, город, который предлагает свободу выбора, который несет сильное чувство общности. Создание трамплина для перехода на следующий этап коммуникаций

Второстепенные сообщения Рублево-Архангельское – идеальный город, который соответствует разным ценностями и удовлетворяет различные потребности.

Долгосрочная выгода Эта концепция завязана на идентификацию и фотостиль Рублево-Архангельского

Помимо ее ценности как хорошей рекламной идеи, долгосрочная выгода концепции – использование дизайн языка бренда, который будет применяться в последствии в печатных, электронных материалах на следующих этапах.

“Это - ценности, которые для меня важны”“Это – идеальное место для меня” “Я хочу здесь жить и работать”

БИЛБОРД 1 БИЛБОРД 2

БИЛБОРД 3

КОНЦЕПЦИЯ

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ENGLISH HEADER

RUSSIAN HEADER


CONCEPT OVERVIEW

ОБЩИЙ ОБЗОР

КОНЦЕПЦИИ, ЭТАПЫИ КАНАЛЫ КОММУНИКАЦИИ

Необходимо:

Согласовать концепции и доработать их.

Отобрать фотографии и получить права на их использование.

Разработать и приступить к реализации медиаплана.

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CITY BRAND


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