Utilising the power of radio to promote a community event.
The client is a familar name to our listeners as they have been building their brand on radio for the last 18 months. Recently they asked us to help them promote their brand new event, as Father Christmas came to visit, in order to get as much footfall to the museum over the course of the event weekend as possible.
Radio was chosen as the sole media to promote this event as it enabled the advertiser to reach hundreds of thousands of potential customers across the region in a cost effective way and with the minimum of effort. As the event was designed for children they chose Real Radio North East to reach families and Smooth Radio North East to reach older families and grandparents. The client ran a medium weight campaign for two weeks leading up to the event. Other than posters and flyers etc at the museum this event was ONLY promoted on radio.
In a normal winter weekend the museum will usually receive between 200 and 300 visitors. On the event weekend they had between 2500 and 3000 visitors!
Local radio is an effective and cost effective method of reaching a regionally specific clientele.