Kentish Gazette Canterbury & District
‘Come and chill for a bit’ says poster campaign to London
Advertising giant Saatchi and Saatchi has been hired to promote Canterbury to Londoners.
The result is the poster above, which will feature at key transport hubs in the capital, including St Pancras and Waterloo stations.
Creatives have sought to encapsulate the spirit of the city in a single image.
It is one of several posters designed by the world-famous advertising team to draw visitors to destinations across the county.
Local businesses, in partnership with the city council, have contributed £ 32,000 towards the campaign.
Bob Jones, chief executive of the Business Improvement District scheme, says BID contributed the lion’s share of £22,000.
“The question we asked ourselves was, ‘what is an image of Canterbury?’” he said. “Initially the Cathedral was suggested - it’s photogenic, of course.
“But this is about promoting the city in London. They have quite nice churches in London too!”
Mr Jones said the advertisers also explored the idea of images of the city’s food offerings, but, again this was rejected for the same reason.
He said: “We asked ourselves, ‘what is really going to make a difference?’ One thing we do have is that combination of city and country.
“London is full-on. The idea that you can jump on a train and come here to just chill for a bit, that’s enticing.”
Saatchi and Saatchi’s poster features a punt on the Stour and bears the words ‘Canterbury – worth a punt’.
The posters have been commissioned by tourism promoter Visit Kent as part of its Kent Contemporary campaign.
Canterbury and other towns including Rochester, Chatham and Broadstairs have all contributed towards funding.
According to Visit Kent, the campaign encourages Londoners to “Step off the treadmill. Duck out of the rat race. Rediscover you.”
It says: “Kent is the perfect destination for a summer break, offering the best mix of rural beauty, city culture and seaside fun.
“And with Southeastern high speed rail links whisking you straight from London to The Garden of England in as little as 37mins, you’d be crazy not to give it a punt.”
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