Vote for City Gardencase study

client profile

Vote for City Garden

The City Garden is a transformational project that will regenerate the whole city centre, boosting the economy, creating jobs and enhancing the cultural and social fabric of the region.

The proposed design will create a “must-see” focal point in the heart of the city that provides double the amount of lush, green gardens and new spaces for cultural activities with better access and connections across the city centre.

{Stewart Milne}Chairman of Stewart Milne Group

“As public opinion is divided on this highly controversial project, Aberdeen City Council decided to hold a referendum. A group of private individuals engaged The BIG Partnership to run a fully integrated campaign to influence the public and ultimately secure a yes vote”

our brief

An opinion poll undertaken at the beginning of the campaign revealed that only around 35% of the public were in support of the project. BIG’s remit was to design and develop a campaign which would inform and educate the public about the project, the design, the economic impact and the TIF funding, ultimately influencing a positive decision.

what we did

BIG designed an identity for the campaign and developed robust messages which addressed the key concerns about the project, particularly in relation to the funding.

News releases were issued weekly with members of the community and celebrities including Sir Alex Ferguson & Lee McAllister endorsing the project and businesses showing their support.

what we did

BIG publicised the key messages of the campaign through a leaflet drop to 15,000 households, a newsletter featuring engaging articles, vox pops and strong imagery, and a series of radio commercials for Northsound and Original FM, appealing to those who were confused about the project by using local voices to explain the design and benefits in simple terms.

what we did

A Facebook page and campaign website were set up to answer questions and engage people in constructive debate as well as providing FAQs and campaign material which could be downloaded and used

High level media briefings with senior journalists and/or editors were conducted with “exclusives” offered to various media at different times

end result

The referendum attracted over 80,000 votes – 50% of those eligible to vote -  and returned a 52% majority in favour of the City Garden Project.

BIG’s Vote for City Garden Campaign Facebook page attracted over 100,000 hits, moving from highly negative to balanced and then positive in the latter stages of the campaign. The YouTube video of the design for the City Garden Project was viewed by 7,000 people.

BIG achieved overwhelmingly positive coverage in the local and national press with daily media coverage of the project in the Evening Express, Press & Journal, Northsound and Original in the 15 days in the run-up to the vote.

testimonial

{Stewart Milne}Chairman & Managing Director, Stewart Milne Group

“The outcome of the referendum is testament to the success of the campaign delivered by The BIG Partnership. It is remarkable what they achieved in such a short space of time. “The goal was to the win support for the project as part of the wider city centre regeneration ambitions for Aberdeen and position the project as critical to securing infrastructure investment, jobs and prosperity for future economic growth. At all stages of the development of the project BIG developed key messages which resonated with the public and communicated through a combination of stakeholder presentations, regular briefings and a proactive media campaign. The focus was on presenting the key messages with strong supporting evidence from credible expert sources. BIG brought unstinting passion, creativity, energy and dogged determination to the delivery of an extremely challenging campaign.”

Glasgow

The BIG Partnership5 Park Circus PlaceGlasgow G3 6AH

0141 333 9585

Edinburgh

The BIG Partnership4th Floor, Venue Studios21 Calton RoadEdinburgh, EH8 8DL

0131 557 5252

Aberdeen

The BIG Partnership11 Thistle PlaceAberdeen AB10 1UZ

01224 615000

Liverpool

The BIG PartnershipSuite 620, The Plaza100 Old Hall StreetLiverpool L3 9QJ

0151 600 5126

www.bigpartnership.co.uk info@bigpartnership.co.uk

Fife

The BIG Partnership36-40 High StreetKirkcaldy KY1 1LU

01592 643200