Eastbourne Borough Council has appointed PRG to market its private housing renewals programme. PRG won the contract, in a competitive pitch against two other marketing agencies, because of the strength of its strategic and creative recommendations.
The Local Authority has been awarded nearly £3 million in government funding to enable vulnerable residents in the town to improve and repair their homes with grants and interest-free loans ranging in value from £200 to £50,000. PRG’s task is to let the town’s residents know that the assistance is there for the taking.
PRG will use a broad range of marketing communications to target those who are aged over 60, or disabled, or on low income with children under 16. The campaign theme – ‘Because you deserve it!’ – pokes fun at those glamorously wealthy actresses and actors in cosmetics adverts who think “they’re worth it” and, in contrast, features the ordinary residents of Eastbourne who have already received assistance to improve their homes.
Local Authority Marketing
The local authority marketing campaign elements include a press launch; advertising at bus shelters, on buses, in local newspapers, and in shop windows; the direct mailing of an information booklet; and a presence at popular local events with an exhibition stand.