Peter Holt

Communication and

Marketing Director

Bristol City Council

Communication:

Art or Science?

Communication as a science

Case Study: Targeting young people

in a consultation on public transport

via Facebook

Facebook allows for:

• Clearly assessing return on investment

• Market segmentation

• Pay as you use

• Pricing flexibility via updateable bidding

Communication as an art

Case Study: Promoting Bristol as the

destination of choice for zombies

Why?

• Support the growth of a local business as

the leading player in the market

• Stretching the animation of the city outside

the summer season

• Tourism spend

• Reinforcing the city’s image as an

unorthodox place

What?

• What do they know

• Twitter

• Facebook

• Blogs

• Radio

• Television

• Print media

Outcomes: