This is the pitch I made to the Derry city council for the advertising of the international maritime festival Derry/ Londonderry/Doire 2014. A very fun project aimed at channeling website traffic and creating a great online presence for the city.

1. FIMF
The old and the new

2. 5.9% of the UK population
(3.2million UK adults)
were in at least 1 of the 12
main boating activities in 2012.

3.  An experience.
 A holiday getaway.
 Maritime festival.
 Time with family and friends.

4.  To boost the local economy by
spending in local shops, cafes,
museums etc.
 Retain local audiences
 Grow the Northern Ireland
audience by 10%
 Engage with the sailing
communities.
 To establish a brand and create
platform for next 3 years.

5. #1 Great Escapers
Family Fun
Culturally Curious

6. Slow Travel, Relaxation, Rebalancing,
Getting away from it all, Connecting with
Family, Breath-taking landscapes, Ancient
sites, Remote places, Landmarks,
Restaurants offering fresh, local Food,
Authentic Pubs, Technology

7. “A great weekend filled with ‘craic’
harbouring music, night life,
gastronomy and culture headlined by
the pinnacle of modern boating
technology.

8.  Connect with the consumer
emotionally and rationally.
 Engage consumers through;
 Word of mouth advertising
 Connect and interact with consumers via
social media.
 Create traditional media to support
digital media.

9.  Experience one of the greatest
spectacles of modern boating
technology for free.

10.  FEEL-motivated, excited, an
emotional connection to the city,
feel like it’s a safe place (change
negative preconceptions)
understood.
 DO- enquire, visit the website, talk
to their friends and relatives,
engage with the brand on social
 THINK - Safe place fun, friendly,
prosperous, cultural, historical,
eventful, passionate people,
artistically, musical, modern, leader
(example for changing times).
Peaceful.

11. 1. Good craic
2. Good value
Experience to cost ratio.
3. To try new things.

12.  Galway maritime festival.
 Holidays abroad. The sun.
 Cork ocean to city.
 Lying in bed.
 Clonmany festival?
 Local events.
 Sea sessions Bun Doran

13.  Brand guidelines.
 City of culture logo, NITB Logo.
 Advertising of demerit goods
alcohol etc.

14.  Excited
 Nostalgic
 Adventurous

15. Social media
Radio north/south Ireland,
Yacht clubs (posters) E-mails
TV
Useful app.
Yacht magazines, Newspapers,
Flip board- travel,
Trip advisor,
Secret escapes, Travel zoo,
YouTube, Google.

16.  Comparison Sites
 Apps
 Blogs
 Reviews
 Social Media
 Discounted travel sites such as
group on, travel zoo and secret
escapes

17.  Billboards
 Posters
 Leaflets
 Pamphlets for the none tech savvy.
 Banners

19. Our research suggests that a large
focus on digital media will help to
retain and engage our target market.
79% of adults in the UK said
that they used the internet in
Q4 2013 ONS - Internet access
quarterly update 2013

20. Budget allocation Social media £10k
Search engine £4k
Website £4k
Sailing websites £5k
Online newspapers £4k
App £2k
Travel sites £2k
Radio £2k
TV £10k
Newspaper £4k
Magazines £2k
Banners etc £18k
Literature £10k
Posters £3k
Road show £30
Other £7k

21.  Social media insights, How many
click.
 Website traffic
 App Downloads
 Bed nights
 Money generated within the city.

22. Great escaper
 John 29 single, Manager in local
business in rural area.
 Income between £30-50k per
annum. Antrim.
 Likes sailing, golf, gastronomy,
night life, social media, culture.
 Classic rock, relaxing, outdoor
activities.
 Member of the yachting
community. Has a been involved in
boating from an early age.

23. Come stay in Derry/Londonderry for
FIMF and you will experience the
homecoming of the pinnacle of
boating technology (for free), you
will be entertained with the things
you like to do and it won’t cost you a
fortune.

24. Old vs New
We want our advertising to
showcase the history and culture in
contrast with the pinnacle of
modern boating technology in a
fun, retro but trendy style.

26.  The website must conform to the
standards of the w3c latest web
stands authority guidelines.
 The website must be built using
html5 and cs3.
 Responsive and compatible to all
internet enabled devices.
 An app icon with a direct link to
the website must be downloadable
from app/ play store and the
website.
 Content Management system.
 Email management system must
be in place using mail chimp.

27. http://governorsballmusicfestival.com/food/

30. “ The web has
moved beyond
the desktop and
it’s not looking
back…”
Ethan Marcotte

32.  Emails created in
responsive CSS in
order to offer the
consumer a more
visual experience.

33. Social media must branded with regular updates, posts (image based) and
replies.