The Brief
To capitalise on the potential influx of visitors due to the launch of Virgin Trains new direct service from Euston to Chester. Target audiences were determined by the mosaic profiles of visitors to Chester (Cosmopolitans, Families and Traditionals). Some of the major partners also had a financial stake in the campaign, contributing to the overall budget (e.g. Chester Zoo, Cheshire Oaks and Blue Planet Aquarium).
Our Approach
We actually pitched for the creative, but our innate knowledge of Chester and the product meant our solution stood head and shoulders above the competition. We were given a budget of £150k to deliver the campaign and we knew that we had to be accountable. In the current economic climate, we have to ensure a measurable campaign ROI is delivered. We acted as art directors for photography, designers, direct marketing gurus (on and offline) and media planners to pull together a comprehensive campaign that runs from May – November 2009.
The Results
The campaign is still ongoing, but due to the level of tracking available on the chosen media routes, we have been able to see results as we go and constantly refine the schedule to reflect our best performing creative messages and media channels. Our email campaign alone has outperformed its forecast response rate by 100%.
