CIDA
The Client
Creative Industries Development Agency working on behalf of Kirklees Metropolitan Borough Council. CIDA is the UK's leading independent specialist in developing creative and cultural enterprise through tailored support and advice. CIDA are located in The Media Centre, Huddersfield. The Media Centre was a co-partner in the project.
The Challenge
Produce a campaign theme and activity package to assist CIDA to create 200 new jobs in the creative industries in Huddersfield over a 2 year period.
The Solution
Having won through a competitive pitch process, Rare was tasked with creating a campaign theme, creative concepts, and activity set that would create public awareness and achieve the project goals.
The final solution comprised a website, brochure, direct mail campaign, viral email campaign, all supported by a flagship launch event. Rare also collaborated with Anderson Waugh on a PR campaign to boost awareness via regional and national media.
The Creative
Central to the positioning of Huddersfield as a centre for creative industries was its unique location, combining a regenerated urban town set in a beautiful rural environment. We christened this setting Blue Sky Country: evoking the creative spark of blue sky thinking and expressed by panoramic views of the immediate surroundings.
A fresh contemporary feel was given to all of the creative elements with strong imagery and clear maps and graphics underlining the fact that, despite its rural setting, Huddersfield is less than one hour from the 6 million consumers resident in Manchester, Leeds and Sheffield.
The Results
After a hugely well received launch event, the campaign culminated in the opening by Her Majesty The Queen of a second and uniquely eco-friendly building for The Media Centre and Kirklees continues to attract new jobs in line with its ultimate target.
