UK GOVERNMENT
Department for International Trade
INTRO
HM Government’s Department of International Trade wanted to launch a global campaign at exactly 23:01 on 31 January 2020, directly after Brexit, with their ‘Ready to Trade’ message. This focused on the world’s leading financial cities (outside of Europe) to proudly position the UK as a country open and committed to new trading opportunities.
STRATEGY
The OOH strategy was designed to target a business audience in both airports and key business districts across 21 cities with the message ‘we’re the UK and we’re ready to trade with you. INVEST IN GREAT’.
EXECUTION
It took 3 weeks to turnaround from booking confirmation to going live globally. 6 languages were used, coordinating local market requirements. We had to navigate 9 time zones therefore, we ensured clear communication and quick response times to ensure the campaign went live as planned in each market.
There were 12 currencies to coordinate for the budgeting process and 21 cities to form a global strategy and project manage from recommendation, to booking, to posting.
Overall, 74 media owners to coordinate within the strategy and manage the process from booking to delivery.