Chelmsford had multiple teams working on getting people to visit, work and live in Chelmsford, from the BID (Business Improvement District) who work with the local businesses, to the Council who ran a visit platform, to larger businesses such as The Chelmsford Racecourse or Essex County Cricket Club.
There was a need for one clear identity, which communicates life in Chelmsford – a fun, modern, vibrant & diverse City.
To deliver the new city brand, we needed to create a multi-layered communication and marketing strategy, which engages both the residents and visitors of Chelmsford to let them know Chelmsford is the city ‘FOR YOU’.
We teased the ‘FOR YOU’ brand with guerrilla campaigns, such as a bike cover takeover in the city and a fake Banksy which got everybody talking, including a Banksy expert who was interviewed on BBC Essex. We created an online microsite which we pushed people to view a countdown clock which was counting down to a city-wide launch event. The Chelmsford For You event involved live music and dance performances, comedy, sketch crawl, hidden art trail and much more.
On the launch day the Chelmsford For You website had over 2000 unique views, and the social channels had gained over 100 followers in less than 12 hours. This has now developed organically to having over 1000 followers on Facebook and Instagram and our latest CM1STMAS webpage getting over 52,000 unique views over 2 months.
Chelmsford For You has just launched their latest campaign ‘For All’ which is an evolvement of ‘For You’ to bring to life the message that Chelmsford has something for everyone. See our social channels to find our more.