Gentle Outdoors (Escapology) Wellbeing (Recharge) Peak Produced (Working title)

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2 Marketing Objective Convert day trips into overnight stays. Show the depth and breadth of product offers i.e. too much to do in one day! Offer built around three independent growth areas which all have cross-cutting themes: o Gentle Outdoors (Escapology) The general outdoor activity offer, walking, cycling, sightseeing, etc. o Wellbeing (Recharge) Relieving stress, detox, escaping the everyday. o Peak Produced (Working title) Everything from produce to arts and crafts, literature and music and events synonymous with the area.

3 Target Market Primary target audience, but not exclusively: o year old, Millennial audiences o Mosaic Group A City Prosperity o Ambitious, career-minded with high status jobs o High internet usage and mobile spend o No children

4 Purchased Media Media planning and buying contract awarded to Carat Media, Part of the Dentsu Aegis Network 112,850 worth of ATL and BTL media purchased: o Out of House (OOH) o Print Partnership o Programmatic digital display o Paid Search o Social Media Paid media running from 7 th March (launch date) to w/c 9 th May

5 Outdoor Activity MANCHESTER AND BIRMINGHAM Campaign launch date w/c 7 th March 2016 Roadside 48 and 96 sheets Rail station 6 sheets Bus Mega-Rears

6 96 Sheet Billboard 48 Sheet Billboard

7 Bus Mega-Rears

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9 Timeline of Outdoor Activity Media Title Space and Position Frequency Circulation/ Impressions Number of Ins MARCH APRIL May EST Exterion Manchester Buses Dble Deck Mega Rear 7th march - 4wks x Exterion Birmingham Buses Dble Deck Mega Rear 7th march - 4wks x JCD - Manchester Piccadilly Rail 6 sheets JCD - Stockport Rail 6 sheets 11th incharge 2wks 11th incharge 2wks x x MB K Outdoor Exterion - Manchester Victoria, Oxford Rd Rail 6 sheets JCD - Birmingham Moor St Rail 6 sheets 25th April incharge 2wks 25th April incharge 2wks x x JCD - Birmingham New St / Birmingham Int Rail Digital 6 sheets 18th April - 2wks x JCD, PS, CC - Manchester Roadside 48 sheets JCD, PS, CC - Birmingham Roadside 96 sheet Production 28th Mar or 11th April - 2wks 29th Feb or 14th Mar - 2wks x x x

10 x3 Advertorial features in Guardian Weekend, fully campaign branded. Based on the campaign themes: o Gentle Outdoors o Wellbeing o Peak Produced Written by The Guardian, approved by us. Digital display (MPU s, Skyscrapers, etc.) and home page takeovers. Guardian Partnership

11 Timeline of Guardian Partnership Activity MARCH APRIL May Media Title Space and Position Frequency Circulation/ Impressions Number of Ins Print - Guardian Partnership Guardian Weekend Observer Magazine Print - HP Advertorial To run across Guardian Weekend. Each execution will focus on a different theme to highlight the benefits of the region. For example, The Great Outdoors Family Fun Attractions Heritage & History Each execution will include a box out promoting the dedictade landing page to encourage readers to find out more Print - FPC 8x10 Every Saturday 299, Every Sunday 194, Guardian - Travel Print - Front of section strip Every Saturday 299, Guardian Response Digital -On/Off Guardian activity - CTR Standard iab formats 4 weeks 1,302,083 1,302,083 x EST MBK Travel Digital -Travel HPTO Daily Tenancy Est 49,000 imps per day 98, Travel Digital -Travel HPTO - Added value Daily Tenancy Est 49,000 imps per day 49, Audience Targeted Digital -Bespoke Krux Audiences for VPD&D "Action & Adventure Family Travel" 12 weeks 200, ,000 x Travel/Culture/Lifestyle Digital - Standard IAB Formats 6 weeks 475, ,000 x Travel/Culture/Lifestyle Digital - Standard IAB Formats 4 weeks 100,000 75,000 x

12 Performance Display Programmatic Digital Display across desktop and mobile. o Standard display formats with multiple targeting techniques including context, behaviour, interest and demography. Retargeting. o Retargeting users once they have left the site, encouraging them to return and book a stay. Programmatic purchases display inventory across any website in real time. o Multiple data sources and publisher data informs buying strategy to ensure we only target and buy the right display placements to reach the right audience at the right time.

13 300 x 600 pixel Banner advert

14 Timeline of Performance Display Activity Media Title Space and Position Frequency Circulation/ Impressions Performance Display AMNET Contextual targeting & Retargeting Audience interest targeting & Brand targeting, layered with location targeting and age targeting Number of Ins MARCH APRIL May EST N/A 12,000,000 12,000,000 x VOD Youtube & Premium Sites N/A 714, ,286 x MB K

15 Paid Search Paid search campaign running to bolster activity and ensure that all traffic driven from the campaign arrives at the microsite.

16 Timeline of Paid Search Activity Media Title Space and Position Frequency Circulation/ Impressions Paid Search Google Search Relevant Keyword Searches N/A N/A 1 Number of Ins MARCH APRIL May EST MB K

17 Paid and Non-Paid Social Media Paid Social o Paid social media adverts. Targeted by interest, demography and associated/competitor brand followers. Non-paid Social o Strategy based on Hero, Hub, Hygiene model. o Primary platforms Facebook, Twitter and Instagram. o Mix of original, curated and user-generated content tapping into contemporary trends and online behaviours. Text, imagery and video o Campaign Hashtag: #forgettime

18 Timeline of Paid Social Media Activity Media Title Space and Position Frequency Paid Social Facebook Twitter News feed ads targeted by interest, demography, geo and competitor/ associated brand followers News feed ads targeted by interest, demography, geo and competitor/ associated brand followers Circulation/ Impressions Number of Ins MARCH APRIL May EST N/A N/A 3,333 x N/A N/A 4,167 x MB K

19 Escapology part one

20 Escapology Escape POD What? Intervention tactic publicity stunt creating the illusion of an escape to the Peak District and Derbyshire. o Identical twins cast to play the role of regular people being magically whisked off on an escape to the Peak District and Derbyshire.

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23 Escapology Escape POD What? Intervention tactic publicity stunt creating the illusion of an escape to the Peak District and Derbyshire. o Identical twins cast to play the role of regular people being magically whisked off on an escape to the Peak District and Derbyshire. Where? Bullring shopping centre, Birmingham.

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25 Escapology Escape POD What? Intervention tactic publicity stunt creating the illusion of an escape to the Peak District and Derbyshire. o Identical twins cast to play the role of regular people being magically whisked off on an escape to the Peak District and Derbyshire. Where? Bullring shopping centre, Birmingham. When? Saturday 12 th March. Why? Generate publicity. Content creation.

26 Escapology part two

27 Escapology part two We re looking for fellow escapologists to send in films of whatever they like to do as their great escape? o We want to see films of their experiences out and about in the Peak District. o Captured on any device, phones, cameras, tablets. o No longer than 3 minutes. o To win they need to move us in some way; excite us, amaze us, astound us, make us laugh, show something beautiful and unexpected. o Films periodically uploaded to our social channels as part of the on going content strategy. Entry will be incentivised by a large prize draw. Submissions uploaded to YouTube. Launch after the Escape POD.

28 These are the types of video content we re looking for!

29 Recharge Pod What? Intervention tactic brand awareness activity. o The Escape POD will be repurposed to house an Oxygen Bar. Hand out goody bags full of Peak District samples and offers. Give people a time out from their day, showing them the sights and sounds of the Peak District and Derbyshire.

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31 Recharge Pod What? Intervention tactic brand awareness activity. o The Escape POD will be repurposed to house an Oxygen Bar. Hand out goody bags full of Peak District samples and offers. Give people a time out from their day, showing them the sights and sounds of the Peak District and Derbyshire. Where? Bullring shopping centre, Birmingham. When? Sunday 13 th March. Why? Brand awareness. Data capture.

32 Peak Produced On hold for now - decision to be made as to the plan of action. It has been agreed that we will begin the social media strategy for this strand to build audience and profile so that if we decide to pursue this strand we have already begun building and developing an audience.

33 Campaign Microsite Designed to be an inspirational digital shop window for the Peak District and Derbyshire, and enhance visibility of campaign partners. Key features: o Experience led users must be able to easily select bespoke user journeys. Inspiring to ensure it doesn t become another info only website. o Image led/content rich strong imagery and copy with consistent tone of voice (fun, informal, youthful). o User journey - inspires and allows users to build itineraries and book an experiential short stay. o Functionality will be simple and intuitive users will be able to view all or search by categories. Editorials will be tagged with the relevant. o 8 Categories - Rest and Recharge, Active Adventure, Gentle Outdoors, Explore & Experience, Events & Entertainment, Family Fun, Food & Drink, Shopping.

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44 Full Website Analytics: o Hits o Unique IPs o Time spent on site Social Media Analytics: o Likes / Followers o Reach o Demographics Data Capture: o Newsletter sign ups o Competition entries o Goody bag giveaways Demographic Profiling. Visitor Numbers. Bed nights. Incremental spend. Monitoring and Measurement

45 Thank you Any questions?