Objectives & Brief

Preston Markets is a lively retail destination with rich cultural and historical significance. This project set out to refresh its digital presence and build stronger connections with the community by crafting a bespoke digital communications strategy. The approach combined marketing theory with practical application to highlight the market’s unique character, attract new audiences, and celebrate its role at the heart of the city.

What we did

I developed a campaign for Preston Markets using the Marketing Communication Planning Framework (MCPF) to ensure a structured, goal-oriented approach. After analysing the market’s digital and communication landscape, I defined target audiences, built personas, and set SMART objectives to guide measurable outcomes. The strategy combined digital and physical platforms—ranging from OOH advertising, social media, and email newsletters to interactive installations with UCLan and local businesses. To drive engagement, I introduced gamified experiences like QR code trails and digital treasure hunts, alongside seasonal promotions, event teasers, loyalty incentives, and local storytelling, all unified under the campaign hashtag #ExplorePrestonMarkets.