Preston Guild is a one-of-a-kind historic celebration that takes place once every 20 years. To promote it and the city of Preston as a major driver of future economic growth, design consultancy Vivid were brought on board. Vivid took a significant role in providing a design concept that allowed a series of low/no-cost Guild campaigns to showcase Preston as a North West success story. The design strategy was dedicated to increasing a sense of community and pride, and achieving a high level of engagement. The ‘It’s (on in) Preston’ festival guide design embraced environmental process and appealed to a demographically diverse audience regionally, nationally and internationally. As a result of the striking design, the 2012 Guild celebrations delivered 1145 different events, attracting more than 4.8m visitors (target 1m) – 53% from outside of Preston. It also generated visitor spend of £169m (target £32m) in a difficult economic climate and approximately £5.5m of media coverage.