TCS Media

Out Of Home

The Brief

To make CIRQUE DU SOLEIL highly visible in the London region for their annual 6 week tenure at the Royal Albert Hall.

Our Solution

In the face of economic adversity the entertainments’ sector has become more buoyant than ever. With this in mind and with tickets to sell, TCS developed a strategy of domination and standout in the London area. It was crucial to deliver cut through in a cluttered Christmas market.

Connectivity was central to the 3 month campaign. We ensured that the linkage of the four media channels chosen was evident and delivered awareness and directed the target audience down the path to conversion. A high impact outdoor campaign provided the cornerstone to building awareness targeting the London based commuters, using both conventional and digital platforms. This was supported by high frequency press activity in both display and classified sections. This was fused with a ‘call to action’ regional radio initiative, a blend of spot buying and completion activity. The fourth and final phase of the campaign was to then engage London’s digital community with a wide range of formats incorporating video and social media feeds. Hard-nosed digital response advertising was optimised to sales on the Royal Albert Hall website. All of this was bound together with the stunning visual imagery of the show to provide a synergistic effect that made sure that the sum of all the campaign parts was greater than the whole.

The Results

The three pronged strategy paid off. Our integrated campaign delivered on the media efficiency metrics asked of it. Keen buying meant value savings of nearly 65%. But, more importantly all 200,000 tickets were sold. In cold ROI terms; for every £1 invested in media CIRQUE DU SOLEIL got back £28 in revenue.

 

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