BRIEF TWO
Heritage Railway is the only magazine in its
field to concentrate on every aspect of Britain’s wonderful network of preserved railways,
whether the motive power be steam, diesel or electric. Renowned for page after page of
news, with hard-won exclusives every month, the magazine also boasts some of
the finest
MORTONS
MEDIA GROUP
Background
Mortons
Media Group Ltd produces a large range of magazine titles in classic &
modern motorcycle areas, scootering, heritage railways, heritage transport,
lifestyle
and farming.
atmospheric photography in the business, and well-researched historic features leave
no stone unturned. Regular sections cover main line news, modern day revival scheme,
railwayana, tour listings, young volunteers, carriages and wagons, the changeover years
(the transitional period from steam to more modern forms of traction), models and much,
much more.
Creative Challenge
Children love trains. Why is it that when we
reach puberty the appeal is lost? Create
a marketing campaign to attract young
adults to buy the digital edition of Heritage
Railway.
Bonus brief:
Using the existing content, create a product
targeted at this demographic.
Website: http://www.heritagerailway.co.uk/
Digital download: http://tinyurl.com/
p86xa25
Target Audience
Young adults
Aged 15 - 25
Considerations
Studies have shown that obvious attempts at advertising are ineffective when used on a
younger audience, especially online. Make your campaign subtle and don’t patronise or
condescend. Work outside the box and think innovatively.
Mandatories
Research different approaches to advertising and marketing through new media
techniques. Consider apps, ebooks, social media and beyond. Clever and innovative
design methodology is essential when appealing to a younger demographic.
Deliverables
Produce a presentation with your solution. Can be in video/powerpoint/image
format.
Time scale
Briefing: October 2013
Mid stage review: November 2013
Presentation: December 201
No comments:
Post a Comment