Bournemouth’s Buisness Improvement District challenged us to bring more people into the town over the festive period.

So my art director and I built a campaign around a twist on the classic song ‘Beside the Seaside’, which spanned across TV, outdoor, print and online. The main challenges included the British weather, a client consisting of 100 retailers, and a £7k production budget for the TV ad.

The campaign outperformed on footfall, which secured us the following year’s campaign. For this we created and implemented a digitally-focused strategy, centered around a microsite that hosted ‘the five games of Christmas’.

The campaign won two ICA golds and one silver over the two years it ran.