Challenge: The official 2030 strategy clearly lays out ambitious plans for the famous Borough Market in London. One of the specific goals is to “leverage our public profile to significantly increase awareness of our charitable status and purpose” and "…to amplify the benefits of borough market and make a positive contribution to the conversations that matter to us.” -Adrian Bunis, chair of trustees. The aim is to educate the public that Borough Market is run by a charitable trust and that their visit can help the market give back to the community.
SPEC- Subway Car Card
Solution: In order to educate the public about the Borough Market, exposure was key. What better way than to advertise in the tube, the arteries of London. This influenced the copy. Right in the headline the passengers will learn that the beloved Borough Market is a charitable trust and has a higher purpose than just serving fresh produce, pad Thai, organic smoothies, and more. The eye could stop there and understand the message, but on those long rides, the patrons can read on to find out just how ambitious the market is, and with the headline pointing right at them, using the word “you” they will understand that they stand to benefit from the market’s ambition. The QR code links them directly to the 2030 strategy if they are interested in diving deeper into the strategy.