Creative Marketing Brief: Duxford Centenary

Tender description

In 2017 RAF Duxford turns 100 years old. Now part of international tourism and museum brand Imperial War Museums, it's time to remind people how relevant our offer is to today. It's been witness to war and conflict since RAF Duxford was created in 1917 and remained at the centre of world events throughout the Second World War and the Cold War. Through the people who served here and the communities it created we have a rich and human story to tell of their experiences or 'moments' from their lives, stories of life, love, friendship, fear, courage and death. And since 1977, when the historic fighter base became a branch of IWM (Imperial War Museums), we've continued to create new 'moments' for people, everyday: visceral, physical and emotional personal experiences that connect a community of IWM Duxford visitors across the world. All through the memories that they take away from their day with us. Our campaign will share with audiences within a two hour drive time how and why 'time is well' spent at IWM Duxford in our centenary year. For the benefit of creative thinking our 'big idea' for our great day out campaign is that our stories create shared moments which become favourite memories of time well spent, together. We would like to work with a creative agency to develop a marketing platform that can work for IWM Duxford across our channels, our audiences and our products and services, bringing together the stories we have collected over the last 100 years with the experience of 'time well spent' today and now during a visit to our history making destination. Situated 10 miles outside of Cambridge, IWM Duxford was built by the Royal Air Force in 1918 to help defend and protect Britain and played a major role during the Second World War in the Battle of Britain. In 1943, the airfield was handed over to the United States 8th Air Force and became the headquarters of the 78th Fighter Group who provided air cover to the Allied Forces on D-Day. Duxford's history, buildings, working airfield and the stories they all tell are so important that the site is now looked after by Imperial War Museums.