THE BRIEF
Holiday World Show is an established annual event, taking place in January each year. The brief was to ensure people were aware of the 2024 Show via targeted advertising and promotional activity, to increase attendance at the Show, and to support exhibitors by posting engaging content on the new Holiday World Belfast social pages.
THE CAMPAIGN
Elevator created an integrated 12-week marketing plan to run from mid-October to mid-January with Social Media content, Outdoor Advertising, Radio partnership with Downtown Radio and Cool FM, E-zines and email marketing, partner collabs and EventBrite ticket offers, print collateral for the event, and entertainment.
We devised new vibrant and colourful creative for the outdoor ads and for the key social media graphics and used this same look and feel across the printed materials such as event programme to help ensure standout.
A drivetime radio promotion on Downtown Radio delivered key event messages every day for a week and a Cool FM Live Experience provided on air trails for a week, a Cool FM Facebook competition post, and Instagram stories and live on air segments by Breakfast Show presenter and known travel enthusiast, Paolo Ross, from the first day of the show.
Ticket offers were targeted around key occasions and dates such as Black Friday, Blue Monday and so on and unique offer codes were offered to influencers and media outlets to offer to their followers.
We created an engaging mix of social media content across the 12 weeks including destination posts, travel hints and tips, competitions and special offer admission posts. We liaised with exhibitors to create relevant content and to promote collaboration between stakeholders and influencers and to deliver a joined up communications plan.
Elevator also designed and printed 20,000 A4 inserts for the Belfast Telegraph including a Free Ticket voucher as well as 10,000 4pp A4 Show Catalogues, completed with online competition to win a hotel break.
THE RESULTS
Awareness of the event was very high, and attendance levels very strong making this campaign very effective.
An on-air promotion on Downtown’s Drive Show with the chance to win a £750 travel voucher reached 205,079 adults with an OTH 3.6.
A Cool FM Facebook competition post reached almost 110k and stories by Breakfast Show presenter Paolo Ross live from the first day of the Show helped increase attendance and showcase exhibitors.
