OUGD504 (Brief 04): Study Task 11 - Project Rationale

What are the requirements and restrictions for the campaign to advertise my website?

Purpose/reason for campaign
to promote the comparison of architecture in cities of europe
to promote photography
to get users to view and engage by comparing the styles of architecture in europe

Audience
those interested in photography
those interested in architecture
younger audience ? e.g. 15-30?

Message
invitation to explore the features of architectural styles across range of european cities
lets user make what they want of it
visual documentation

Tone of Voice
minimal language 
formal

Format
flyer
poster
zine?

Materials
stock
print equipment

Budget 
campaign will have a budget of £30 

Placement/distribution
bookshop
flyers in galleries
leave something near to / around interesting architecture (e.g. flyer/ smaller card) that has minimal info on to promote
can also be left in art/photo/book stores

Dos/Don'ts
colour scheme / logos
details of design - justified by website design

Time frame
week long brief?



This advertising campaign needs to engage with the audience in order to increase views and use of my website, and should be done with augmented factors to make the adverts memorable.

To promote my website - a comparative showcase of architectural photographs - I want to use three different print formats, for example, small flyers, posters, and (an) accompanying zine(s).  This campaign should encourage the audience to engage with the site by comparing styles of architecture in Europe, as the user can (to an  extent) choose the content therefore allowing them to have control over the information they are viewing.  My audience is primarily those who have an interest in architecture and photography, and is suitable for individuals of any age.  However, I imagine the main age group that will be viewing my site will be a younger audience, with less knowledge about the specific content and a curiosity or intent to learn.

To fit with the minimal design and navigation of the site, the tone of voice will be fairly formal and straight to the point, using minimal text yet still including enough relevant information to explain the concept of the website.  My initial thoughts for the format was to create a poster, flyer and short booklet; this way I can showcase a selection of my photographs, and come up with an interactive element to include on the poster and flyer.  I would like to screen print at least one of the three adverts to improve on this technique and to differ from the digitally printed copies, such as the booklet.  This might be hard to do however because of the prominence of photograph use - to screen print the images would have to be converted to half tone.

My budget for the advertising campaign will be up to £30, which I concluded after estimating the cost for production of three pieces of varied size; both for screen and digital print.  It's likely to cost more if I digitally print all three.  However, producing flyers will be more costly depending how many I want to distribute.