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Online avalanche cartoon promotes the benefits of relocating to city

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Company directors are being encouraged to relocate their business to Peterborough with the help of a specially created website – www.thinkcarefully.com – which uses cartoons to stress the importance of relocation decisions. As part of the Positively Peterborough promotional campaign a leaflet directing recipients to the specially created website is being mailed to directors of companies situated around the M11/M25 corridor and in North London. The leaflet and website were created by Peterborough-based consultancies Smye Holland Associates and T2 Studios as part of a viral marketing campaign.

A viral marketing campaign aims to encourage visitors to a website to pass the invitation on to other people. The sales message then spreads like a ‘virus’.

p>Recipients of the mailer are invited to visit the ‘thinkcarefully’ website to watch an online cartoon to discover if they are able to make the right decision when considering business relocation. Visitors are then encouraged to visit the main Positively Peterborough site – www.positivelypeterborough.org – and to forward the cartoon to colleagues.

The viral marketing cartoon is the second in a series created as part of the Positively Peterborough campaign. The first online game, which featured a sub-aquamarine diver, was also used to illustrate the perils of business location. Seventy per cent of those who visited the ‘thinkcarefully’ site as a result of the campaign viewed more than two pages on the Positively Peterborough website.

Gloria Milne, chief executive of the Greater Peterborough Investment Agency (GPIA), said: “The results from the first viral marketing campaign were very positive and we hope that the second campaign will generate even more visitors to the website.

“The Positively Peterborough campaign has incorporated a number of promotional techniques and activities since it was launched to encourage businesses to consider moving to Peterborough. New techniques, such as viral marketing, have proved to be a successful method of generating awareness of the city and by monitoring visits to the website, we can assess their effectiveness. Viral marketing is predominantly used within the consumer industry but, in this instance, it is being used to promote an entire city.”

The Positively Peterborough website was launched in July 2002 and registered around 200,000 visits in its first six months. It is currently receiving more than 20,000 unique visitors per month, with 31 per cent staying connected for up to five minutes and 45 per cent returning to the site in less than 24 hours.

The campaign is supported by national regeneration agency English Partnerships and GPIA.

January 2005




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