Feature

Campaign Media Awards 2007: Best Travel and Leisure Campaign

WINNER
Title: The Beautiful North
Media agencies: Drum Screen, PHD North
Media directors: Mark Eaves, Jason Spencer
Media planners: Chris Pollard, Karen Light
Creative agency: Drum Screen
Creative directors: Mark Eaves, Simon Wells
Account planner: n/a
Client: Northwest Development Agency
Brand: Cultural Tourism
Marketing directors: Nigel Dove, Nick Brook-Sykes
Media brand manager: n/a

The North-West of England is alive with the arts, but research showed that many culture lovers in the South-East reject the idea of visiting the region. PHD camp up with the idea of a campaign that would fire debate, centred on a cinema film called The Beautiful North and featuring a cast of stars from the region including Sue Johnson and Johnny Vegas. The film premeried at an event in London when it was revealed that Tate Liverpool would host the Turner Prize for the first time ever. It was supported online, with the result that the Manchester International Festival has seen unprecedented traffic to its ticketing website.