Listening
The London Bridge Experience challenged Allways Media to come up with a promotion that would drive bookings, create a buzz and bring the immersive experience to life, attracting new customers for their Phobophobia experience that ran from 21st October to 31st October.
Services Used
Solving
To drive bookings the Allways team delivered a regional focused broadcast campaign concentrating on London and the South East. The team worked closely with Capital FM to create a campaign that would raise awareness of Phobophobia and deliver data capture that could be used for future marketing use. The approach focused on a radio and an online competition, which gave listeners the chance to win up to £3,000 plus VIP tickets. The radio campaign delivered 41 x 30 second promotional trails, 10 x live reads, 1 x competition rounds and 1 x produced promotional trail. Additionally, Allways negotiated valued added activity at no extra cost, which included a solus email sent to Capital’s VIP database, an online video competition staring Sonny J – bringing the experience to life – 10 promotional trails and a breakfast promotion with HeartFM Kent.
Delivering
Capital FM Promotion reached 1,466,000 listeners (12%) providing 2.9 OTH, with over 4,267,000 impacts. In addition to added value airtime of 10 additional promotional trails, reaching a further 534,000 and providing 1.6 OTH.
The online competition staring Sonny J, resulted in 9,798 page views, 2,971 unique visitors, with a dwell time of 2.81 minutes as well as the competition entries.
The Heart Kent Breakfast Promotion reached 206,000 listeners (16.2%) providing 3.9 OTH.
Competition Entries
Sonny J Competition
Solus Email Results
WHAT OUR CLIENT SAID
Allways Media really got under the skin of The London Bridge Experience, the world’s scariest attraction, and delivered a regional data-led broadcast campaign that drove leads via an online competition. The strategy implemented by Allways Media, to promote one of our key experiences, Phobophobia, increased our bookings, customer database and brand advocacy.
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