Blackpool’s Out2Dance 01 September 2008

Reform has been tasked, following a five-way pitch, to create branding, supporting literature, advertising and on-line media for Visit Blackpool’s ‘Out2Dance’ event taking place during their annual dance festival.

The event incorporates dance styles such as Ballroom, Street Dance, Line Dancing, Jazz, Northern Sole and Ballet, which have been traditionally performed indoors but this event aims to take them out into the open air in numerous locations around the town centre.

The brief stated that the marketing needed to be of high quality and of a contemporary feel, reflecting the diverse range of dance genres that have been incorporated into the festival. The branding should be flexible enough to work across a range of marketing tools including general publicity, e-marketing, programmes and advertising.

The aims of the brand and campaign are; to the raise awareness of the event and its date in the calendar; to attract 50,000 new visitors to the festival - these being a mix of both day and overnight visitors; to raise the profile of Blackpool as the provider of high-quality entertainment and a centre for dance; to provide information to individuals on events and how to source tickets.

The idea behind the logo was to express the transition of taking the act of dance off the dance-floor, out of it’s natural environment, thinking outside of the box, whilst expressing the excitement and energy associated with so many dance genres. We achieved this through a strong contemporary design, which we thought encapsulated the vibrant and quirky nature of outdoor dance in a simple and effective fashion helping establish a distinctive mark.

Reform’s Creative Director, Paul Heaton comments

“We are excited to be working with Visit Blackpool on this sensational new programme. It was our aim to develop the ‘Out2Dance’ brand and supporting marketing materials to stand out and be noticed from other events happening in the area.”

The event ran from 22 - 25 May 2009.

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