St Giles Hospice rebrands, Suzuki teams with Channel 4, and Snapchat makes Max Reach available to UK and French advertisers

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…some of the marketing industry stories that have been in the news this week

St Giles Hospice rebrand aims to change perceptions of palliative care

St Giles Hospice, a place providing end-of-life care for those with short-term terminal illnesses, as well as long-term conditions such as multiple sclerosis has rebranded, with the aim of portraying hospices as “brighter, positive” places that also facilitate long-term as well as immediate, end-of-life care.

The new look aims to show the “brightness and positivity” of the charity, by highlighting the holistic care it offers through holistic support such as pain management and therapy.

The new design has been commissioned to “challenge preconceptions” of hospices, and change the “narrow view” people have of their role, says St Giles Hospice group CEO Emma Hodges.

St Giles’ went for a bright, sunny orange, because the hospice is about life. The hand-drawn St Giles is unique to them, and feels soft and warm. It aims to be bold and sensitive at the same time.

The typeface has been complemented by a “chunky, sans-serif” one used across all touchpoints.

Other elements of the visual identity include a shortened “StG” version of the logo used across social media, photography featuring people of all ages, and an extended, “bright” colour palette of blues, purples, yellows and greys.

St Giles Hospice has over 400 members of staff, over 1,500 volunteers and spends £9 million a year on providing care. It offers care in Whittington, Sutton Coldfield, Walsall and Uttoxeter.

Suzuki teams with Channel 4 in content campaign

Suzuki has teamed up with Channel 4 for a new “adventure” content campaign set to star comedian Katherine Ryan and Made in Chelsea’s Mark Francis.

The new campaign “#IgnisAdventure”, consists of a mini-content series that rolls out throughout May during Channel 4 and E4’s peak time schedules.

The films see Ryan and Francis dropped at an undisclosed location and tasked with finding their way home in a Suzuki Ignis, with only each other for guidance.

TV spots will be supported by social activity across Suzuki’s channels, and those of Ryan, Francis and influencers Grace Bruce and Lucy Wyndham-Read. This will include additional updates on the TV story – while Bruce and Read will be challenged to carry out their own adventure.

Snapchat makes Max Reach available to UK and French advertisers

Snapchat has just announced that it will be enabling UK and French advertisers to reach each of its users on a given day.

By using Max Reach, advertisers will be able to book inventory across Discover, Our Stories and between User Stories on a single line item. The slots can be booked a month in advance and inventory may fluctuate based on demand.

The feature was rolled out in the US last week and has similar video ad “takeovers” available on other platforms such as Twitter’s First View and Instagram’s Marquee.

The feature applies to Snap Ads, the platform’s full-screen sound-on video ads.

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