Burns Club 2024 "100 years, 100 reasons to enjoy it all" Centenary Campaign
Team: 141 Media — Ann Stricke, Natalie Calagos, Rumesha Kashif, Tiana Cotterill
As part of my final, capstone Marketing Communications unit, I was required to complete a fictional campaign brief for a real client. Alongside three of my peers, we completed a 44-page document highlighting our strategy and campaign executions.
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As required by the client, our campaign objective included repositioning the Burns Club as a family-friendly, fun and welcoming place for younger audiences. Born from our big idea - celebrate quality time - our campaign concept '100 years, 100 reasons to enjoy it all' was all about relating the Club to the young adult target audience.
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In my role as Lead Writer, I wrote the various scripts in our creative document, as well as proofed the document. Further, I supported my team members in their roles, including background research, creative ideation and document design.
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I am unsure of the client's views, but I am quite proud of the work we created. I thoroughly enjoyed working in this team, as well as exploring all areas of the campaign creation process.
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Below are some of the executions my team and I created. Creative mock-ups were created by our lead designer (Natalie) and lead creative (Tiana). The radio script was created by me.
Radio Script - Based on the week 10 social media prompt
Background music:
Reworked Robert Burns song/poem played by the Canberra Pipeband.
Male voiceover:
The Canberra Burns Club is celebrating 100 years and we want you to celebrate with us. For you chance to win a free meal at the Burns Club, tell us how you would celebrate 100 years. Tag us on Instagram and Facebook, and remember to follow to find out if you won! Check out our website for more details. Burns Club: The Scottish Club.
Background music: Fades.
