One of Bay Media’s recent advertising ventures took us across the Firth of Clyde, expanding our reach to new shores.
Our journey to the Isle of Bute marked a departure from our usual mainland campaigns, presenting us with a unique opportunity to support the UK’s first whole-island Business Improvement District (BID).
Rothesay – the main town on the Isle of Bute
About the Client: Isle of Bute BID
The Isle of Bute BID works on behalf of its island-wide levy payers to enhance Bute’s appeal as a place to work, live, and visit.
Unlike traditional BIDs that focus on specific urban areas, the Isle of Bute BID encompasses the entire island – a community of about 6,000 residents spread across nearly 50 square miles. This all-encompassing strategy ensures that improvement efforts benefit the whole island, from the bustling ferry terminal in Rothesay to the quietest corners of the countryside.
The Challenge
Bringing our lamppost banner advertising to Bute presented a unique set of logistical hurdles. Our team had to navigate not just roads, but seas, coordinating the transport of equipment – including a cherry-picker – via ferry.
This island location demanded a bespoke approach, far removed from our standard mainland operations!
The project’s remote nature meant careful planning was essential. Each aspect, from the timing of ferry crossings to the placement of the banners, required careful attention to detail. We were navigating new territories, both in terms of geography and project scope.
The fourteen artworks used for the Isle of Bute BID’s banner campaign
The Campaign
Our campaign for Bute BID consisted of seven double-sided lamppost banners, each side featuring a unique design, resulting in a total of 14 distinct artworks. These striking banners were installed on June 20th 2024 and adorned the island’s lampposts until October 7th.
The banner designs showcase the diverse attractions and events that make Bute a charming destination. From promoting local arts and culture to highlighting natural beauty and sporting events, each banner tells a part of Bute’s story. The campaign aims to not only inform visitors about upcoming events but also to create a sense of pride and community among the island’s residents.
We installed these banners in close proximity to the Rothesay ferry terminal, ensuring high visibility for visitors arriving on the island. In doing so, we’ve helped Bute BID create a cohesive visual narrative that highlights the island’s unique charm and the variety of experiences it offers.
Overcoming Obstacles
The journey to Bute presented our team with a unique set of challenges, pushing us to think creatively and adapt our usual processes. Transporting our equipment, including the essential cherry-picker, required careful coordination with ferry schedules and island logistics. Our team rose to the occasion, demonstrating remarkable flexibility and ingenuity.
Personal Touch
The Bute project brought out the adventurous spirit in our installation team. As our installer Ben put it, “It’s not every day you get to combine work with a ferry ride and island views. It was a fun project to work on.”
Our interaction with the Bute BID representatives was equally memorable. The warmth and enthusiasm of the local community were clear, making the project feel like a collaborative effort rather than a simple client-provider relationship.
Pictured is our installer Ben, with Dorothy McDonald and Alayne Byers from Bute BID.
Client Testimonial
“We’re delighted with the lamppost banners installed by Bay Media. Their placement near the Rothesay ferry terminal ensures they’re one of the first things visitors see upon arrival. The designs showcase our events and attractions, from the Bute Highland Games to Mount Stuart. We anticipate these banners will not only inform tourists about what’s happening on the island but also instil a sense of pride in our local community.”
Some of the lamppost banners we installed near the Rothesay ferry terminal (click to zoom)
Impact
The eye-catching banners near the ferry terminal have enhanced the island’s welcoming atmosphere, providing visitors with an immediate glimpse of Bute’s vibrant community and upcoming events.
This campaign aligns neatly with Bute BID’s mission to promote the island as a dynamic destination. By highlighting diverse events and attractions, the banners support local businesses and encourage both residents and visitors to engage more deeply with all that Bute has to offer.
Reflections
Our collaboration with the Isle of Bute BID has been a rewarding experience, allowing us to apply our expertise in a unique island setting.
This project showcases the positive impact that tailored outdoor advertising can have, even in more challenging locations.
We’re proud to have contributed to Bute’s efforts to promote its rich cultural offerings and look forward to taking on more diverse and interesting projects in the future!
Bay Media specialises in creating effective outdoor advertising campaigns, even in challenging or unique locations.
From bustling cities to remote islands, we have the expertise to bring your message to life.
If you’re looking for impactful outdoor advertising solutions, reach out to us to discuss your project.