Compassionate campaigns boost post lockdown support
Client: Huntingdonshire District Council
Brand, Campaigns, Local government, Strategy
The challenge
Huntingdonshire District Council set out to support and rebuild the local economy following lockdowns in 2020–21. It was critical for the Council to encourage residents and visitors back into town centres and green spaces, reassure them of safe experiences, and promote the distinctive appeal of the district’s four market towns and countryside as leisure destinations. The challenge included tailoring messaging for each town—Huntingdon, St Neots, St Ives, Ramsey—while reaching the widest possible local and regional audience.
Our approach
A clear, confident campaign was key to showcasing Huntingdonshire as a bold, brilliant place to spend time in. And so, we knew that brand identity was essential. Our captivating visual identity is centred around the campaign tagline What will you find in Huntingdonshire?, using lifestyle images and drone footage across the four market towns to showcase local beauty. We played creatively with lettering segmentation (e.g., Hunt IN, DO, ON shire) and delivered engaging copy across social media channels with campaign hashtag #InHuntingdonshire.
We leveraged Facebook and Instagram as priority channels, publishing 145 campaign posts over five months, which included:
- Short videos
- What’s on this weekend? updates
- Competitions (“Capture what Captures you” and “Guess the Door”)
Strategic partnerships were also established and nurtured, particularly with Star Radio, to extend regional reach across Cambridgeshire and northwest Essex. Continuous data-led optimisation also ensured content remained responsive and engaging.
Impact
- Published 145 posts, generating 158,000 impressions, 1,131 likes/reactions, 262 comments, and nearly 4,000 video views.
- Engagement peak rate reached 12.5%, significantly above the pre‑campaign average of 3%.
- The consistent visual format and campaign hashtag boosted discoverability across local businesses and stakeholders.
- Delivered an engaging, flexible campaign that resonated strongly with local audiences—restoring footfall and encouraging social and leisure activity safely in town centres and green spaces.
