LISBON’S INNOVATIVE MARKETING CAMPAIGN
Lisboa Camara Municipal – the city council of Lisbon – has recently launched a creative digital campaign to market the city, using its well known tram and the electric grid-lines that power the trams. A digital font was created, and its layout has been inspired by the criss-crossing electric tram grid that is so typical to the city of Lisbon. On a dedicated website, the font can be downloaded, and each letter has different city attractions attached to it. Each of the attractions can be reached by tram.
BASIS FOR EXTENDED MARKETING
It is an innovative way to engage visitors with the city, by enabling them to co-create their own marketing materials. Although the font is momentarily available only as an online version, it offers ample opportunities to be integrated into wider content marketing campaigns. Possible scenarios include inviting visitors to take their own pictures of the tram grid, thereby creating their own letters. Additionally the font can be used by visitors to create their own souvenirs (e.g. t-shirts, bags, etc) with prints of the letters and particular attractions.
This campaign shows that by providing an engaging way to create digital content, travellers can be animated to co-create marketing content. This in turn increases the chances that consumers will share the content with their own social networks, thereby increasing the reach and visibility of the campaign. In addition, the campaign is a good practice example of how a theme can be adapted for a variety of platforms and media, both online and offline.
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