When they come to Dupree with a brief, our clients don't always know what channels to use to reach their target audiences. They know we understand the outdoors marketplace second to none.
The massive UK organisation campaigning for the rural way of life.
The Countryside Alliance challenge
Campaigning on behalf of everyone who loves and supports the countryside and rural way of life, the Countryside Alliance wished to raise awareness about the sustained loss of shooting rights and to position itself as the only effective campaigning body within the sector. It also sought to enhance its support and revenue through increased membership as well as take up of its insurance package.
The Dupree difference
The Countryside Alliance approached Dupree Creative in 2010 to collaborate on a campaign to promote and defend the sport of shooting. The organisation recognised that, with over 20 years’ experience of shooting and other country sports, we were well placed to develop a campaign strategy and integrated marketing plan. Well aware that the client was not the only campaigner in this sector, we began by reviewing competitors and measuring both public and trade opinion. We developed a strategy around 4 key messages considering the different shooting disciplines and planned an integrated campaign to educate and engage new members.
The results of our partnership
The resulting integrated campaign combined a range of tactics, from advertising in key publications to ice sculptures at events, to online tactics and celebrity endorsements. This approach ensured that all target audiences were exposed to a compelling message that would appeal to their particular shooting interest. The campaign was launched in the months running up to the start of insurance renewals, ahead of the shooting season in 2010. It has been very successful with targets surpassed by 4% and the number of new members up by over 14,000.
"With their experience, contacts and 'can do'approach, Dupree Creative are able to add a lot of extra value over and above the brief."
Niall Wenborn, Marketing Director