Canal & River Trust has launched the first work but recently appointed MSQ Partners which seeks to promote local waterways in England and Wales as a free and accessible source of wellbeing.
MSQ Partners was appointed to the account in January, with Stack leading on customer engagement and The Gate speaheading strategy, creative, media planning and buying and creative.
Canal & River Trust’s research shows a link between spending time by water and an increase in happiness and life satisfaction. As such the campaign focuses on the message “Wellbeing for everyone”.
This message seeks to counteract what the organisation claims is the commoditised, over-engineered and exclusive nature of wellbeing in the modern world, instead drawing attention to the Canal & River Trust’s unique network of waterways as an accessible and natural source of wellbeing for everybody.
The aim is to drive reappraisal of canals and rivers among the 8 million people who live within 1km of them, as these individuals can most easily build visiting a local waterway into their daily routine. With this in mind, the campaign combines local targeting – down to postcode sectors – across both offline and online media.
The campaign is subsequently targeted based on three key scenarios where people are likely to need wellbeing: Work, including daily commutes and lunchtimes spent at the desk; leisure, such as high-cost family shopping trips or days out; and self-improvement, such as taking roadside cycle rides that expose them to car fumes.
This is achieved by using a range of contextual, time and keyword targeting to maximise relevance and further highlight the benefits of a trip to a local waterway.
The campaign will run across outdoor, digital video, social and radio media from this week
Canal & River Trust head of marketing Nicky Wakeford said: “We have a defined target audience so we needed a creative and media strategy that could efficiently speak to this audience using impactful creative. We’re very excited by the campaign MSQ has developed and are looking forward to welcoming new visitors to our waterways following its launch.”
The Gate chief executive Jamie Elliott added: “Mental and physical wellbeing is more important today than ever. So it made perfect sense to position Canal & River Trust’s waterways, to those living close by, as an easy way of getting a regular dose.”
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