The Portland Hospital, in Great Portland Street, London, the UK’s only private hospital dedicated to the care of women and children, has worked with SomeOne to launch the unique advertising campaign – Born@ThePortland. The new campaign illustrates the typical life progression of children born at The Portland and will appear across key print and online media.
This aspirational campaign will be integrated across all marketing channels including social media and public relations. It will feature a snapshot of the potential lives and achievements of a cross section of people who could well have been born at The Portland.
Targeting parents-to-be in London and the Home Counties, the print, display and digital banner campaign will feature in select parenting magazines including Baby London, Little London, Angels & Urchins and Smallish as well digital media including Mumsnet.
This campaign illustrates what makes The Portland Hospital unique, which is giving women a choice and the best care whatever their birthing plan. The birth of a child is such a special moment and every parent wants the best for their new baby. Born@ThePortland illustrates just a few examples of the potential achievements of our ‘Portland Babies’. This campaign takes an aspirational look into where a child born at The Portland could be in later years.
The campaign has been created by SomeOne, to communicate the world class care and five star service provided by the hospital through following the typical lives of just some of the babies born there.
Consisting of six core adverts as well as banner and tile digital activity, the campaign will highlight the high quality of care and choice that all parents-to-be experience at The Portland. Parents-to-be thinking of where their child might be born can find out more about the consultant-led and midwife-led care at The Portland by visiting their dedicated webpage.
The bespoke online portal allows parents to share their own children’s stories of being Born@ThePortland – providing a wealth of rich, user-generated content. Since the campaign launch the site has received hundreds of accounts which have brought the campaign full circle.
We also created a Born@ThePortland enamel badge which will be given to every new baby to wear with pride throughout their life.