Anniversary Brand campaign | Integrated marketing
Quick stats:
- Industry: Leisure / Hospitality / Family entertainment
- Deliverables: 30+ assets
- Channels: Social, CRM/Email, POS, Web
- Role: Senior Multimedia Designer
To mark Oxygen Activeplay’s 10th anniversary, the business needed a campaign that celebrated a major brand milestone while driving customer engagement, footfall and social sharing across UK parks.
The Challenge
The campaign needed to feel bigger than routine promotional work while remaining recognisably on-brand. It also had to engage multiple audience groups: children, parents and “Hero Crew”, without fragmenting messaging.
Creative Strategy
I developed celebratory visuals centred around bold anniversary typography, energetic motion-led graphics and high-contrast brand colours. The intention was to amplify Oxygen’s existing “BIG-TIME FUN” positioning rather than reinvent it.
My Role
As Senior Designer, I led the campaign creative from concept through rollout, developing a flexible visual system that could scale across digital, print, in-park signage and social channels while remaining unmistakably Oxygen.
My responsibilities were:
- Campaign concept development
- Asset rollout across digital, print and park environments
- Creative direction and visual system creation
- Art direction across campaign photography and assets
- Collaboration with marketing stakeholders
I introduced celebratory graphic devices including confetti bursts, illustration, cake photography and oversized anniversary messaging to create immediate campaign recognition and differentiate the milestone from standard seasonal promotions. These elements also provided a modular toolkit that could be adapted across multiple asset formats without losing visual consistency.
Campaign Rollout
Social Media
In-Park Experience
CRM / Email
Print & POS
Results
- Successfully differentiated anniversary campaign from regular seasonal promotions
- Increased CRM engagement with CTR up 1.5% on similar campaign offers YoY
- Positive feedback from internal stakeholders, most notably being impressed with creative being delivered within 2 days during a busy schedule, 1 week ahead of the delivery deadline.
Reflection
This project reinforced the importance of building flexible campaign systems rather than isolated hero assets. By designing for adaptability early, rollout across multiple channels became faster and more consistent.