The Challenge
To create local awareness of the Family Funday and Summer Music Event happening at Epsom racecourse.
To target a mixture of families and affluent professionals in the Surrey area and the train-line connections heading to London Waterloo. Key areas such as Wimbledon, Cobham, Guildford, Woking, Epsom, Leatherhead and Surbiton should all be covered.
This is a short term campaign with the aim of increase last minute ticket sales before the events.
The Strategy
With only a 6 week lead time on this project the most effective way of cross marketing to different audiences (i.e. families/affluent professionals) was to utilize our Racked Neighbourhood Runs. Through using Audience Spectrum we could identify which runs had to the highest saturation of families and affluent professionals.
Racked Neighbourhoods include 40 venues on each run and saturate as local area/city through targeting a variety of pubs, restaurants, cafes, community centres, art spaces, boutiques, libraries and shops. We placed 3,000 pieces of print in the areas of Woking, Guildford, Epsom, Reigate, Wimbledon, Cobham, Surbiton and Walton on Thames.
We also advertised the Family Fun Day activity in our ‘Out of London’ spot in the Londoncalling.com newsletter. This was to ensure that the message was sent to family audiences who could easily take a train ride to the family event in Epsom.
The Results
320 local venues visited within a 2 week period. 24K pieces of print delivered to these venues.
50K newsletter subscribers contacted about the Family Funday Event.
Short term awareness of the event generated through a large part of the key towns and in Surrey and outer London.