Seaside in the city

HILL & FRIENDS x SEASIDE IN THE CITY

‘seaside in the city’ Campaign proposal deck by Emily Neave Tanner.

HILL & FRIENDS x SEASIDE IN THE CITY

‘Seaside in the city’ is a nostalgia driven campaign that builds the Hill & Friends community through a physical brand activation.

Using a revamped pink London bus with a pop up shop and seaside fun inspired dining experience on a UK tour visiting 6 major UK cities starting in London on the 21st of June inspired by great British summer holidays and old charabanc buses.

HILL & FRIENDS x SEASIDE IN THE CITY

the game plan...

Elements.

For this campaign I propose a Hero,

Grabbing the consumers

Hub and Hygiene strategy to ensure

attention with the large pink bus

all the previously outlined goals are

Hero.

in popular locations.

achieved. The Bus tour aims to present the brand to new customers and take them through the AIDA model in order

Hub.

Sparking their interest through an interactive and nostalgia driven

to secure the desire to purchase from

dinning experience.

new customers.

Enabling consumer desire

Hygiene.

through a informative pop-up shop experience that captures the brand story.

HILL & FRIENDS x SEASIDE IN THE CITY

lets get social...

Throughout the tour, we will harness the power of social media to spread awareness.

- Build the excitement with date and location announcements.

- Where’s wally style. “Guess the location” Competition run via Instagram and Facebook.

- Tourist style content shoot with the bags in seaside location.

- Post your #madeinengland Holiday memory on instagram (user generated content) The social campaign should push for an increase in email sign ups through using call to actions.

HILL & FRIENDS x SEASIDE IN THE CITY

Summer of fun.

The Hill and Friends happy bus, will start the Summer in the city tour in London on the 21st of June and cover six major UK cities over the summer.

The bright pink double decker will offer a fun place to relax downstairs with friends whilst sipping a seaside theme cocktail and the upstairs boasts a one of a kind Hill and Friends Pop up retail experience.

HILL & FRIENDS x SEASIDE IN THE CITY

Newcastle.

The location will be by monument metro station as this is a central shopping area for the city with other luxury high street names.

The lower deck of the bus will offer seaside themed refreshments and be surrounded by pink deck chairs and tables.

food & Drink

There will of course be lots of photo opportunities. Including seaside theme props and cut-outs.

H&F beach balls.

"Pink coats".

HILL & FRIENDS x SEASIDE IN THE CITY

#MadeinEngland The upstairs will be converted into a Pop- up Shop based around #madeinEngland referencing to both the manufacturing of the bags Customers will be encouraged to add to the “time capsule” on instagram by posting their own memory using the made in England Hash-tag.

and growing up with British beach holidays.

Which involves a “time capsule” like installation of old photos and memories from beach holidays in England alongside the brands English heritage and “made in England’ manufacturing.