Marketing Cheltenham approached us to assist with a campaign that would promote the town being open after Lockdown number 2, and in the run up to Christmas.
Client: Marketing Cheltenham
Disciplines: Radio, Digital
Marketing Cheltenham approached us to assist with a campaign that would promote the town being open after Lockdown number 2, and in the run up to Christmas. We proposed and delivered a multi-channel campaign that met budget needs and fulfilled specific criteria which was required in order to achieve funding.
Radio – We created and ran a Christmas themed Advert that promoted shopping local and how to do so safely. This Ad ran across two local stations; Heart and Greatest Hits.
Digital– A GDN campaign was set up targeting mainstream audience as well as perspective new shoppers. We aligned this with the radio audience to ensure the same Geo’s we’re being hit. We optimised regularly and found local images to be the most engaging. We also utilised pixel retargeting from the visit Cheltenham website.
Despite challenging times and an audience that was worried about shopping in the pandemic, we worked with the client to ensure messages on how to stay safe were promoted and we were able to deliver fantastic results:
Radio – The campaign over-delivered by 0.11% percent.
GDN – The campaign delivered 2.7 million impressions over what was originally forecasted
Cheltenham felt busy, and the town was talking about how festive and social it felt on social media channels. However, the shoppers felt safe with all local shops appointing min. numbers and queuing systems, alongside usual practices such as hand sanitizer, masks etc. Local shops fed-back that they we’re supported by the campaigns and that the message was heard by locals that Cheltenham was open and safe for shoppers to return.
Listen to the radio advert below: