BRIEF_15_petplan

OUGD603 | Brief 2 | YCN Petplan: Event Promotion With a growing community in the Calder Valley, this branding brief requires a modern identity for the annual Winter Light Festival event, in Sowerby Bridge.

OUGD603 | Brief 2 | YCN Petplan: Event Promotion

Research Research was a fundamental element of this brief. The brief itself was very restricted and so we had to research specifically and thoroughly into the Petplan brand, not only finding out what they offer but also analysing their brand

guidelines as the strict regulations of the brand within the brief meant that we could only use the current petplan logo, slogan, and colours. We decided to research into other area’s of design for pet owners and this is our primary target audience it was

important to maintain them as the focal aspect of the brief. Finding relevant research for this brief was a challenge as the scope for creativity was so limiting however I feel this has made both myself and suzanne appreciate the research process.

Pet Party

OUGD603 | Brief 2 | YCN Petplan: Event Promotion

Sp onsored b y

Petplan Insurance

Pet Party S p o nso r ed by

Sponsored by

Yorkshire Showground, Harrogate, We hope you enj oy your day at Pet Party, Yorkshi re & don’ t forget to vi si t petpl an.co.uk w hen you get home.

North Yorkshire, HG2 8NZ

1 . Fi r s t l y, c u t o u t y o u r p a r t y h a t d e s i g n 2 . Fo l d a l o n g t o d o t t e d l i n e 3. Secure your hat with a little tape & Enjoy

Everyone know s j ust how much w e al l l ove our pets, but do w e l ove them as much as our smart phones, or our D AB radi o. O f course w e do, then w hy do w e thi nk i t’s fi ne to not i nsure our pets? It i sn’ t.

Insure today and make sure you enj oy everyday !

Thank You for investing a day into Petplan.

24 August 2014

www.petplan.co.uk/petparty Tu r n me o v e r & l e t ’s g e t t h e p a r t y s t a rted !

24 August 2014

Brand Development The Pet Party brand was taken directly from the Petplan brand guidelines. The colour and typeface are chosen to keep inline with the current branding and to maintain consistency throughout the

printed material for the event. This party bag would be provided to each guest at the beginning of the event and would include a build-it-yourself booklet, along with poo bags and various other goodies.

The Petplan Pet Party would be an outdoor event and so wayfinding would be in place to guide people to various key stalls and important area’s of information. This would also be provided in a folding map format in

the goody bag that guests will receive upon arrival. The map is colour co-ordinated and will use bright tones so that it is eye-catching and easy to find amongst the environment.

OUGD603 | Brief 2 | YCN Petplan: Event Promotion

The Brief You will need to create an integrated consumer facing experiential event for summer (August and September) 2014 which allows us to drive brand awareness, communicate with pet owners across the UK and demonstrate Petplan’s expertise

and knowledge. The event should be innovative and market leading, driving sustained PR coverage over its duration.

The event itself can be big or small but remember that we’re looking to target pet lovers and grow our brand awareness,

so the location will need to be carefully considered. You will need to think creatively, whether this be pop up stands in pet stores, a large scale festival for pet owners or something completely different.

OUGD603 | Brief 2 | YCN Petplan: Event Promotion

Target Audience The existing customer base can be outlined as our real heartland: 60% female, ABC1, Geographically split across the country - with strong pockets of penetration in the South West and South East. Least penetration is seen in London.

They are genrally aged between 30-50.

Financially savvy individuals who are risk averse. We’re not the cheapest in the market and we don’t trade/promote based on price. The pet is seen as part of the family – owners will do anything for

their animal to ensure it has the best level of cover they can afford. Often they will forego their luxuries, preferring to pamper their pooch instead of themselves.

OUGD603 | Brief 2 | YCN Petplan: Event Promotion

The Concept The Petplan Pet Party is a purposeful event held at Yorkshire Showground annually, on August bank holiday. The event will involve pet owners from around the UK coming together to celebrate the life of their pets, & the family experience.

The day will involve various activities including grooming (for pets & owners), an outdoor cinema, a photobooth, a pet cooking kitchen & more. The booklet is based on a unique concept that will take the form of a photo album. You will be

able to personalise your booket with the “build-it-yourself� concept, which means that visitors can tailor the days events and information exactly to what will be specifically relevent to them personally.

OUGD603 | Brief 2 | YCN Petplan: Event Promotion

Petplan Par ty The Petplan Pet Party will run along the theme of a typical british party, party invites will be distributed in pet shops, and in local vets around the UK. There will be three separate designs, one for dog, another for cats and a third for rabbits.

All animals will be invited, however these are the three main insurance groups offered

by Petplan. The Petplan Pet Party will involve an extensive promotional campaign.

This will include posters, banner prints, billboards, and online digital banners etc.

The campaign will use the petplan branding effectively and the images from the pet party photoshoot, which have also been used across the invitations. The campaign will be icon, bold and easily recognisable in a public place.