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Swansea 2021 – UK City of Culture campaign

Swansea Council

reTHINK was tasked with delivering a communications programme to raise awareness of and gain support for the city’s bid for UK City of Culture 2021.

We created an integrated campaign which saw us develop the brand – Swansea 2021 – and raise awareness of that brand through city dressing, advertising, public engagement, stakeholder engagement, digital content marketing, media relations and experiential PR stunts. Highlights included securing Rhys Ifans to hand deliver Swansea’s final bid document to the Department for Digital, Culture, Media & Sport in London; the creation of the largest photo mosaic in the UK made up of thousands of photos of Swansea people backing the bid; gaining vast celebrity support including backing the bid films from Catherine Zeta Jones, Rob Brydon, Bonnie Tyler and John Challis; Swansea becoming to first ever city to ‘market’ itself on Tinder; and the sheep on Gower turning blue (the brand colour) in support of the bid.

ReTHINK PR & Marketing Client
Website Assets
ReTHINK PR & Marketing Client

reTHINK results

Swansea 2021 was named as one of the five shortlisted cities in the running to be named UK City of Culture 2021 as our team delivered over 200 pieces of coverage throughout the campaign, engaged with over 10,000 members of the public at events across the city and amassed over 14 thousand likes for the Swansea 2021 Facebook page – surpassing those of the other shortlisted cities

ReTHINK PR & Marketing Client