Brief:

To promote the 3 day event; Opening Day, Ladies Day and The Grand National Day to increase ticket sales across the event.

Idea:

Targeting adults by geo location [approximately 60% Liverpool, 20% Manchester, 10% Birmingham, 10% Wigan/St Helens/Warrington]

Solution:

A 12-week campaign using the following formats: Billboards large and small format, Digital Audio/Radio, Buses, iVans/iWalkers and Print.

Billboards large format: Handpicked stand-out sites with high-impressions/footfall for maximum impact, across the key cities.

Billboards small format: Digital 6 sheets across Manchester and Liverpool with the option to rotate multiple creatives, strategically placed along busy roadsides and in pubs.

Digital Audio: Advert created by Shakespeare Creative and ran across Bauers brands [Instream: Absolute, Kiss, Magic, Kerrang, Hits Radio, Greatest Hits, Scala] and Global brands [DAX: Capital, Capital Extra, Heart, Smooth Radio, Classic FM, Radio X, Capital Dance, LBC, Gold]

Buses: Rears and Supersides campaign in and around Liverpool

iVan + iWalkers: Placed close to Anfield, the home of Liverpool FC, during Liverpool Vs Real Madrid UEFA Champions League match. iWalkers interacted with the public and could answer questions about the event.

Print: a full-page campaign in Liverpool Echo newspaper

In addition, for hospitality, a geotargeted TalkSport audio ad campaign and competition.

Plus, sponsored Lamp post banners close to the racecourse.

Results:

Total impressions delivered (where measure available): 68,048,033

Surpassed ticket sale KPI’s