Project 1
Manchester Football Tourism: Can a City Compete with Barcelona?
• The brief: Competitor and market analysis benchmarking Manchester against Barcelona, Madrid, and Milan for tourism, targeting American men aged 20–35.
• My approach: Positioned Manchester’s football heritage as the differentiator against bigger rivals. Proof that a smaller brand can win on identity, not budget.
• Frameworks applied: Competitor analysis, target audience segmentation, GDPR and cultural-sensitivity considerations for an international audience.
• What I learned: Data privacy and cultural nuance aren’t footnotes, they shape whether a campaign actually lands with an overseas audience.
project 2
Aldi’s “Kevin the Carrot”.
Deconstructing a Christmas Classic
• The brief: Full marketing analysis of Aldi UK’s 2024 Christmas campaign.
• My approach: Applied STP, AIDA, CBBE, PESTLE, and the 7Ps to explain why a talking carrot outperforms bigger-budget ads every December.
• Outcome: Built out written analysis, a presentation script, and a poster. The poster was assessed at Merit, with feedback pointing to sharper critical analysis and visual hierarchy for Distinction.
• Skill on show: Turning dense frameworks into content people actually want to read.