Southwold Pier

Planning
The premise behind Spring's 'Lovely Day' campaign, and accompanying materials, was that families of all ages can come to the Pier for more than a flying visit. With four shops, three cafes, two amusement arcades - none of which are at all as you might expect on a pier - the Pier consistently surprises and delights visitors.

The campaign was the result of an intensive research and planning phase which Spring worked on in partnership with Southwold Pier's own marketing team and owners, Stephen and Antonia Bournes.

Creative
Our 'Lovely Day' campaign has, at its heart, a letter. In this, a little girl describes her brother Harry, her

mum and dad, her granny and herself all revelling in Southwold Pier's unique offering.

We see Mum and Dad relax in the quirky Under the Pier show and with judicious application of locally-sourced, freshly prepared food (and maybe a pint of Adnams). Granny relaxes in the sun and buys a fabulous teapot. The siblings eat fish and chips, play in the penny slot machines, have ice creams and pop down to the beach.

The Pier offers something families often seek in vain - something they can do together which everyone enjoys and involves no compromise.

Use of a bright sky blue serif font feels personable and warm, and key words are replaced by photography, creating a sense of fun.

Application
From this we developed characterful menus and information materials, a charming website (complete with seagull and boat sound effects) and a wide range of other communications tools - even down to personalised staff badges showing every staff members' two favourite things.

Spring and the Pier work together to adapt this theme according to media. A recent ad for a local arts institution, for example, dropped the 'letter' style but retained the tone of voice and colour palette, ensuring brand consistency.