DES: Last month, Eastbourne, the English south-coast resort launched an advertising campaign on London's Underground system asking Londoners to once again 'change your view' about the town's 'retirement resort' image. Using strap lines such as 'Meals-on-Wheels' under images of youthful rollerbladers, the poster campaign lasted a mere four weeks.
TINA: We did discuss the futility of this very same brand strategy last year, but sadly, Eastbourne's hearing aids seem to have been turned off when it comes to this important branding issue.
DES: Even this summer's hot teen movie, set in Eastbourne - Angus, Thongs & Perfect Snogging - pokes fun of its residents promenading on their mobility scooters.
TINA: So what is good ol' Eastbourne to do?
DES: It simply needs to revisit our creative conversation by clicking here.
'Brand' the Marketect says:
"Trying to change brand perceptions using advertising poster campaigns is usually a marketing mission impossible"