Business
The top 5 marketing & advertising campaigns of 2024
- Specsavers: ‘Should’ve Gone to Specsavers’
Continuing its long-running and successful ‘Should’ve Gone to Specsavers’ campaign, Specsavers introduced a fresh and humorous stunt in Edinburgh that perfectly encapsulated its self-deprecating humour.
The campaign featured a Specsavers-branded van awkwardly parked with its backend suspended by automatic bollards, accompanied by a cautionary sign. This visual gag was a direct nod to the brand’s famous tagline.
The clever stunt quickly went viral, with images and comments spreading across social media, amplifying their digital PR efforts, and reinforcing the enduring appeal of Specsavers’ comedic approach.
- Monzo: ‘How the Nation Monzo’d through 2023’
Monzo’s 2024 campaign took a unique, data-driven approach to out-of-home advertising, highlighting the quirky spending habits of different cities across the UK. One standout example was Cardiff, humorously spotlighted as the city that spent the most at Specsavers nationwide.
This clever use of first-party data allowed Monzo to connect with consumers on a hyper-local level, making the campaign feel personal and relevant.
By turning everyday spending data into engaging, city-specific narratives, Monzo demonstrated the power of personalisation in advertising, showcasing the bank’s ability to create content that resonates deeply with local audiences.
- IRN BRU: ‘Optimism & Mannschaft’
IRN BRU’s 2024 campaign, themed “Optimism & Mannschaft,” was a masterclass in tapping into the national sentiment surrounding Scottish football ahead of the 2024 Euros. The campaign featured three witty videos that built on the growing anticipation among Scotland fans.
In the first video, a GP humorously diagnoses a patient with a rare case of “optimism,” prescribing a ticket to the Scotland vs. Germany match and a can of IRN BRU. The subsequent videos continued this theme, using cheeky innuendos and Scottish humour to depict the spread of optimism among fans.
The campaign resonated strongly with the audience, sparking widespread social media engagement and reinforcing IRN BRU’s reputation for using signature humour to celebrate Scottish culture.
- Women’s Aid: ‘No More Years of Hurt’
While IRN BRU may have capitalised on the humorous side of football, Women’s Aid have skilfully brought attention to its darker side. Their ‘No More Years of Hurt’ campaign, coinciding with the Euros, highlighted the alarming rise in domestic abuse incidents during major football tournaments.
Building on its previous ‘He’s Coming Home‘ campaign, this initiative uses symbolic football scarves with subverted chants to draw attention to the issue. Research shows domestic abuse increases by 38% when England loses and 26% when they win or draw.
The campaign aims to bring domestic abuse out of the shadows, using football culture to spark conversations and raise awareness during a time when violence against women is at its peak and support services are underfunded.
- British Airways: ‘A British Original’
In 2024, British Airways launched a minimalist campaign that broke away from traditional advertising norms. The campaign featured no logo, slogan, or call to action, elements usually deemed essential in branding. Instead, it focused solely on passengers’ faces as they gazed out of airplane windows, captured in heavily cropped images.
The striking simplicity of this approach relied entirely on British Airways’ strong brand recognition to convey its message, sparking widespread conversation and debate.
his campaign demonstrated that a bold, less-is-more strategy can effectively capture attention and engage audiences on a deeper emotional level, highlighting the airline’s confidence in its brand identity and its ability to innovate within a competitive industry.
Conclusion
The advertising and marketing campaigns of 2024 have so far showcased a variety of creative approaches that have effectively captured audience attention and built strong brand connections. Specsavers’ humorous stunt, and Monzo’s personalised data-driven ads, demonstrated the power of understanding and engaging with specific audiences.
IRN BRU and Women’s Aid both leveraged the cultural moment of the Euros, albeit with vastly different tones—one celebrating Scottish optimism with humour, the other drawing attention to the serious issue of domestic abuse. British Airways’ minimalist strategy highlighted the strength of brand identity without relying on traditional advertising elements.
Together, these campaigns illustrate the diverse and effective strategies brands can use to make a lasting impact in a competitive landscape.
(Image: Aidan McNelis / SWNS)
Business
Local site managers triumph in prestigious House-Building Awards
PEMBROKE and Cardigan site managers have been celebrated for their exceptional dedication to quality house-building, earning top accolades in the industry’s most esteemed competition.
Gareth Davies of T I Davies A’I Fab Cyf and Mike Thomas of South Meadow Homes Ltd, representing Cardigan and Pembroke respectively, were among the prominent winners at the National House Building Council’s (NHBC) Pride in the Job Awards 2024. The prestigious event, held at Celtic Manor Golf Club in Newport on Friday, 13 September 2024, recognises the very best in the industry.
In the Small Builder category, Gareth Davies clinched the top honour for his outstanding work at Maes Y Dderwen in Cardigan. His exceptional commitment to raising standards was further acknowledged with the Pride in the Job Seal of Excellence. Meanwhile, Mike Thomas was awarded the Seal of Excellence for his work in Pembroke, demonstrating the high standards upheld by builders in the region.
Matthew Coyle of Redrow Homes South Wales was also a major winner on the night, securing the Large Builder category award for his work at Parc Y Coleg in Newport. Like Davies, Coyle was awarded the Pride in the Job Seal of Excellence, marking his dedication to quality construction.
The Pride in the Job Awards, now in its 44th year, are regarded as the ‘Oscars’ of the house-building industry, setting the benchmark for exceptional site management. The competition is known for its rigorous judging process, which assesses entrants across six key areas: consistency, attention to detail, leadership, interpretation of drawings and specifications, technical expertise, and health and safety.
This year, eight site managers from across Wales received the Seal of Excellence, having first earned a Quality Award in the initial round of the competition in June. The full list of Seal of Excellence recipients includes:
- Gareth Davies of T I Davies A’I Fab Cyf, Cardigan
- Matthew Coyle of Redrow Homes South Wales, Newport
- Dave Jones of Barratt and David Wilson Homes South Wales, Swansea
- Paul Oakley of Bellway Homes Wales, Cardiff
- Nick Powell of Redrow Homes South Wales, Newport
- Nick Rumble of Persimmon Homes West Wales, Pontyclun
- Mike Thomas of South Meadow Homes Ltd, Pembroke
- Daniel Williams of Taylor Wimpey South Wales, Penarth
Steve Wood, CEO at NHBC, extended his congratulations to the winners: “For more than four decades, Pride in the Job has underpinned NHBC’s purpose of raising standards in house building. The competition recognises the UK’s top site managers, showcasing best practice and rewarding excellence. Winning site managers demonstrate dedication, passion, and leadership to ensure new homes are delivered to exacting construction quality standards.”
The regional events, taking place throughout the UK, aim to celebrate these achievements and acknowledge the recipients of the Quality Awards. Mr Davies and Mr Coyle will now progress to the next stage of the competition, vying for the ultimate prize in house building at the Pride in the Job Supreme Awards, set to be revealed at a gala ceremony in London in January 2025.
Business
Specsavers expansion ‘shows confidence in future of Haverfordwest’
SPECSAVERS’ decision to expand into larger premises in Haverfordwest is further proof of the confidence of businesses in the future of the County Town.
That was the message from Pembrokeshire County Council Deputy Leader Cllr Paul Miller to news that the leading optometry company will move to larger premises at the Riverside Shopping Centre.
Specsavers has signed a lease with the Council to expand into the building previously occupied by Boots and Poundland.
The additional space will allow for 14 examination rooms fitted with state-of-the-art technology that will enable Specsavers to provide more enhanced sight, contact lens and audiology services for its customers.
Cllr Miller, who is also the Council’s Cabinet Member for Place, the Region and Climate Change, said: “I’m really pleased that we’ve been able to support Specsavers in expanding and investing significantly in Haverfordwest.
“This shows confidence in both the present and future of Haverfordwest which is undergoing major regeneration by Pembrokeshire County Council.
“Through taking control of the Riverside Shopping Centre we have been able to secure investment and tenancies in the town while also recovering the Council’s investment to purchase the site.
“Alongside the great news that leading food and drink company Loungers is moving into our Western Quayside development, I am confident further businesses will be drawn to the town centre.
“The work we’re doing will ensure Haverfordwest is an attractive place for businesses to operate and a great place for people to live, work and visit.”
Andy Britton, one of the partners of the locally owned store, said: “We are so pleased to be making the move into larger premises. The additional space will allow us to better accommodate the increasing demand for eye tests and audiology clinics in the area and help take some of the pressure off the NHS.
“The new store will open later this year and we look forward to celebrating its launch with customers old and new.”
Pictured top of article: Cllr Paul Miller, Deputy Leader of Pembrokeshire County Council (centre) with Andy Britton (left) and fellow partner Wayne Jones at the Riverside store which will be home to an expanded Specsavers.
Business
Former Cleddau Bridge Hotel site up for sale for £1.2m
A FORMER hotel site in Pembrokeshire is now on the market, having received planning permission for a new care home. The site, previously home to the Cleddau Bridge Hotel, is listed for sale at £1,200,000.
The Essex Road location, which spans 2.45 acres, has been granted outline planning permission for the construction of a care facility accommodating between 55 and 70 beds, as well as six retirement bungalows. This significant development is set within Pembroke Dock, lying just 120 metres from the A477, and is encompassed by the Pembrokeshire Coast National Park. The area boasts convenient access to amenities such as a shopping centre, restaurants, cafés, hotels, a pharmacy, sports clubs, and recreation grounds.
Planning consent for this project was conditionally approved by Pembrokeshire County Council in February 2023. The approval was given for the “Demolition of Hotel and Siting of Residential Care Home and Linked Bungalows,” marking a new chapter for the site that has remained derelict since a fire in 2019.
The Cleddau Bridge Hotel has been out of operation since March 2019, when a blaze caused extensive structural damage, leading to the collapse of several sections of the building. This incident thwarted earlier plans to convert the hotel into a 48-bedroom care home, a project that had been green-lit following a change of use application in 2018.
Due to the damage incurred, a new application was submitted for the demolition of the existing structure and the erection of a new care home. The planning proposal also included provisions for the six retirement bungalows, intended to be occupied by elderly residents who could assist with activities at the care home.
The fire that devastated the former hotel required a substantial emergency response, however, an investigation by Dyfed-Powys Police concluded there was insufficient evidence to identify a suspect.
This site is now poised for a new beginning as a care facility, providing much-needed services to the local community. Interested parties can find more information about this listing, handled by Christie and Co, on Rightmove.
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