With their media campaigns, for example, in leaflets that they send locally throughout the city, they will include pictures of what they want to do to the city, what they are planning for the future and when they plan to do it by. Also, seen as many people may not sign up to their leaflets, they may prefer to read into their social media. The Sunderland 2021 campaign has various social media channels, these include the likes of Facebook, Twitter and Youtube. With the diversity they have in their platforms, with fliers and social media channels, this is a great way to reach out to their target audience. Seen as though this bid is a national effort, it is great that all of the nation can see by just typing the name into a search bar on social media. This bid was rather successful nationally, as it reached its target audience and got national press and reached out to the country as a whole.
The communication channels are used to meet the purpose of the media campaign as it spreads awareness of their campaign and what they're doing. With social media, it can reach out to a wider audience, whereas with newsletters and leaflets they can't really be sent out nationwide, for one the prices would be excessive and of course not everyone will be interested. The purpose of this campaign was to spread awareness of their campaign, to reach out to people about the campaign, and why Sunderland should win the bid to become the City Of Culture. With YouTube, a form of social media which is available for all ages, this gives a one-to-one narrative on their plans for being the City Of Culture, and what they plan on doing to ensure they are successful. YouTube can showcase the culture we already have in full detail, with images showcased of what we already have, and how we can improve. With the social media aspect, I believe that the Sunderland 2021 bid is successful as it reaches out to its target audience, not just the City of Sunderland, but the country as a whole. Their twitter has over 6000 followers, while their Facebook account has racked up over 7000 likes, and 7000 followers. This shows they are rather popular, and seen as though on a few tweets they have 50+ retweets, this can reach out to many more people to see what it's all about.
With the Sunderland 2021 communication channels, i believe they are effective because they reach out to their target audience with persuasive techniques. For example, one of these would be the way they used enticing language to persuade their audience to come and take part in their activities. Their communication channels were effective as, due to their advertising of their events, people turned up in mass numbers to help support their bid. The target audience for these specific events would be the locals, those from the City of Sunderland. Therefore, seen as though people turned up in mass numbers, their communication channels can be seen as a success as people turned up to their events. This of course, was the aim of their events, to get people involved in their events and for them to turn up and help them support their bid for City Of Culture. Of course, with their range in social media accounts, they fulfilled their purpose of the campaign in aiming to raise awareness and spread the word of their bid. With the amount of people involved in their social media accounts, from the thousands who were involved with their twitter and Facebook accounts, they helped the bid grow so that more people could be aware of the campaign. Their campaign should be seen as a success and a main factor of this could be their social media aspects.
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