Blue Square

To deepen Blue Square’s association with darts, Van developed the ‘Save Our Darts’ campaign.

The initiative, gaining support from Prince Charles and Virgin Radio’s Christian O’Connell included news creation, a website, an online petition and social networking activity. The campaign delivered so much mainstream exposure for darts that, within a month of its launch, the News of The World ran a darts themed April Fool’s story – the introduction of a (Blue) square dartboard!

The activity saw a 13% increase Blue Square’s web traffic and played a part in increasing darts turnover by 35%.