Preston City Council: It's (on in) Preston

This case study describes how Preston Guild, a festival held every 20 years in Preston, UK, used an original design concept to attract visitors, increase the Guild's profile and engagement with the media, and improve perception of Preston as a great place to live and work in.

Preston City Council: It's (on in) Preston

Agency: VividClient: Preston City CouncilBrand: It's (on in) PrestonCategory: Events and Visitor Attractions

Executive summary

Preston Guild is a historic celebration dating back to 1179. The Guild is the only one of its kind and happens every 20 years. Changing times mean that each Guild has its own identity but shares a heritage of over 800 years, which provided many challenges as well as opportunities.

There is clear evidence throughout this entry that the key point to success was the way the 'It's (on in) Preston'...

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