The Challenge:
Drive ticket sales for the remaining 3 x outdoor events of
2011, as well as increase the profile and public awareness of the
Aviva series and UK Athletics.
2011 Aviva Series - Summer events
Sell out crowds!
What we did:
We employed a strong outdoor media presence in both areas -
combining 6 sheets at major Train Stations in London
with tram and tube card panels, and stand-out Golden
Square creative in key target locations.
In Birmingham the foundation of the campaign was 150 roadside,
railway and shopping mall 6 sheets supported by impactful
billboards in key target and proximity locations.
The outdoor advertising for both areas was supported with print
insertions in relevant local and national press and interest titles
(eg. Metro, Evening standard and Time & Leisure), as well as
search, and online network display advertising targeted to relevant
verticals.
In London we also employed additional radio support - both spot
advertising on Talksport, XFM, Sunrise, Premier and Colourful, and
co-promo activity with Premier and Colourful. Both campaigns
were supported further with a door drop to areas highlighted as
having the highest density of ex-pat Afro-Caribbean's within each
target area.
The results:
Ticket sales for the Birminham Trials and Championships were
greatly up on comparable sales for the 2010 event.
The Birmingham Grand Prix and London Grand Prix were "SELL OUT" events
exceeding year on year targets set.