Challenge: emerging from the COVID-19 pandemic, Wigan Council sought a place brand and campaign to showcase the region to potential day trippers and weekend guests from across the UK, predominantly within a 2-hour travel time radius.
Solution: capturing Wigan's cultural, leisure and historic attractions alongside its rural destinations in a brand representing its heart - playing off the Northern Soul phenomenon that originated in Northern England, with Wigan's musical heritage playing a role in its overall history and attraction.
Result: over 1.5 million people reached within cost-effective marketing budget; best performing advertorial campaign across Manchester Evening News and Liverpool Echo.
