The delivery

A comprehensive multi-channel campaign including a range of DOOH formats, including Digital billboards positioned across key arterial routes to the destination, and D6 screens in major towns and A roads; (Liverpool City Region, Lancashire, Cumbria, Greater Manchester and Cheshire), along with Merseyrail and Northern Rail stations & targeted bus advertising. These formats served to dominate the OOH landscape and engage every demographic at different ‘touchpoints’ across the day.   

From this strong base of out of home formats, (which had the creative flexibility to change messaging around key events throughout at no extra cost), we used other targeted interventions such as smartphone DNA, audio streaming, (digital radio, Spotify etc), and traditional FM (bought cost effectively by using specific days and dayparts to minimise wastage). All this activity dove-tailed seamlessly with all their social media and digital output.     

This created broad reaching, yet targeted campaigns. It was placed in towns with a good level of previous visitation but also used visitor data to identify areas for potential growth, where the targeted interventions delivered great coverage.