Islington
Turning up the heat: Creating a buzz through a well-targeted campaign

From parachute making and t-shirt designing to dance festivals and football sessions, Islington Council's Summer Activites programme is designed to keep youngsters busy during the long summer holidays. To encourage residents to take advantage of activities on offer, the council wanted to raise the programme's profile. Already a beetroot client, Islington knew who to turn to for help.

In 2007, beetroot sought to create a buzz around the programme by branding it like a festival - and a campaign called Heatwave was born. We combined all activities and events into a focused hard-copy publication supported by a wide range of collateral, ranging from posters and flyers to wristbands and competition scratchcards - all designed incorporating Islington Council's threaded 'wave' branding.

We sought to build on the success of 2007 and make Heatwave 2008 a broader, more unified communications package. A fundamental change was to segment the market by age group.

 

Another key development was to make the online element of the campaign more effective by introducing a searchable database of events on Islington Council's website, making it easier for people to find the activities they want.

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Design and photography

Design and photography provide the platform from which the editorial voice is projected. A clean, well-organised design complements strong journalism, to create a package that is consistent, has personality and character, and is inviting.