CASE STUDY: Increasing footfall at the Vitality show
Provided by UM
Promote the shows "health and wellbeing" message amongst London's multicultural communities.
What was the Challenge / Background of the Campaign?
The Vitality Show had established itself as a leading champion of "health and wellbeing". Our challenge was to make that resonate with new audiences, particularly London's multicultural communities. We introduced media partner Premiere Gospel Radio and created daily editorial content to interest female African Caribbean listeners in London. Daily topical discussions around wellbeing and ailments affecting certain ethnic groups allowed us to highlight wellbeing solutions at the Show. Find out more...
What was the Campaign Objective?
Health and wellbeing issues are key concerns for many EMGs with high indices for Diabetes and Hypertension, and there's heightened interest in eating fresh and nutritional food.