Services: Campaign planning - Media buying - Audio production
Media: Transport - Out of home - Radio
To encourage early occupancy in advance bookings, Bluestone occasionally promote a specific offer. One of which was the 20% OFF (Early Bird) promotion that was available on selected breaks. As a result, we were asked to plan an out of home and radio campaign to reach East Wales and also the Midlands and South West.
For this particular campaign, we selected specific large format digital sites on major highways within each of the targeted locations. Panels with build qualities over and above the usual digital billboard. In addition to this, we used transport media to achieve a wider geographical reach alongside the radio for the same purpose, adding an audible element to the campaign.
Using wrapped taxi’s in zones 1 and 2 central London, we were able to provide greater reach throughout the capital, hitting areas such as Leicester Square and Piccadilly with repetition over a 4 week period.
In addition to the exposure delivered by the vibrance of the taxi’s, we also took advantage of the internal seat back spaces to provide more information and increase uptake in the token’s activity through their wallet via QR code activation.
