CASE STUDY: Father Christmas visits the Beamish museum

Provided by Radiocentre
Utilising the power of radio to promote a community event.
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What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

Drive footfall

What was the Solution?

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.

What were the Results?

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!

What were the Key Learnings of this Campaign?

Local radio is an effective and cost effective method of reaching a regionally specific clientele.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsBetween 2500 and 3000 visitors
25 - 34
35 - 44
45 - 54
55 - 64
65+
Both
ABC1
C2
DE
Main Shopper
Kids HH
LOCAL MEDIA / REGIONAL
RADIO / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NorthAll YearBUILD AWARENESS
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