Campaign Overview
Contents
Three week campaign with print, online and social media Over a three week period – March 23rd to April 11th – we executed a campaign spanning six newspapers and the Bristol Post website. The campaign objective was to present Bristol Shopping Quarter as a fun Easter destination in the school holidays for families.
De-brief Contents Easter 2015
We held two events across two weekends - one with Frozen’s Elsa and the second with the Easter Bunny. Both involved an interactive AR Easter trail and Easter biscuit decorating. We used print and digital creatives to promote these events along with the Heart FM activities as well as using social media.
3 Bristol Print campaign 4 Digital campaign 5 Social Media 6 Editorial 7-8 Summary
Total investment of campaign: £11,000 Total Value: £17,800 2
Bristol Print Campaign Bristol Print Campaign Aim to show Bristol Shopping Quarter as the ultimate Easter shopping destination.
IN BRISTOL SHOPPING QUARTER
IN BRISTOL SHOPPING QUARTER
Come and meet the Easter Bunny this Friday! Outside
in Broadmead, 10am-4pm
Interactive Easter Trail, Face-painting, and Easter biscuit decorating with the Easter Bunny! Stores participating in this week’s trail:
Come and meet Elsa & Olaf from Frozen
Over 500 shops
with a great range of independents
this Saturday, near M&S Appearances between 10am-4pm
including 50 cafés and restaurants
bristolshopping @bristolshopping
Coffee Shop & Takeaway
bristolshoppingquarter.co.uk
Interactive
bristolshopping
@bristolshopping
www.bristolshoppingquarter.co.uk
Come and meet Elsa & Olaf from Frozen this Saturday, near M&S
IN BRISTOL SHOPPING QUARTER
Appearances between 10am-4pm
bristolshopping
@bristolshopping
bristolshoppingquarter.co.uk
IN BRISTOL SHOPPING QUARTER
Come and join in the fun this Saturday! Outside M&S in Broadmead, 10am-4pm
App Instructions
30/8/13
Easter Trail 12:17
Page 1
Take part in the interactive Easter trail this spring
Bristol Shopping quarter. You will need to Welcomeatdownload to Augmented Reality (A the free Bristol Post Augmented Reality By downloading a free app on to your smartphone or tablet you can bring the photograph (AR) app, totechnology your smartphone or tablet Reality (AR). above to life using the power of a on new called Augmented App Instructions 30/8/13 12:17 1-2-3 Page 1 steps: To access bonus content on this page simply follow the easy
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App Instructions
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30/8/13
12:17
Page 1
Download the free Bristol Post AR app from the App store (Apple) or Google Play (Android).
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Welcome to Augmented Welcome to Augmented Reality (A
By downloading a free app on to your smartphone or tablet you can bring the pho above to life using the power of a new technology called Augmented Reality (AR). By downloading a free on to your smartphone or tablet you can bringthe theeasy photograph Toapp access bonus content on this page simply follow 1-2-3 steps: above to life using the power of a new technology called Augmented Reality (AR). Open the app To access bonus content on this page simply follow the easy 1-2-3 steps:
a simple tap. 2 1 with with 3 above an Download the Bristolpost AR Open the app a simple tap. Point your device at the photo app from the App Store (Apple) the pages where 3 you see the AR conten 1 2 or Google Play (Android). – and wait for the surprise. Double tap Augmented reality services by Point your device at the image where
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you see the AR icon (pictured below) and wait for the surprise. Double tap Download the Bristolpost AR Open the app with a simple tap. Point your devi for a full-screen image. app from the App Store (Apple) the pages whe Download the Bristolpost the app with a simple tap. Point your device at the –photo above orAR Google PlayOpen (Android). and wait fora Augmented reality services bythe pages where you see the AR conte app from the App Store (Apple) or Google Play (Android). – and wait for the surprise. Double tap Augmented reality services by
Scan the image wherever you see this icon See the Bristol Post for more information about the Easter trail
scan the image to see more
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Regional Digital Campaign
We used an optimised campaign to target your ideal demographic.
Targeted campaign: 303 clicks to your website 24% hover rate this shows us how people interacted with your advert without a need to click through.
This percentage is well above the average of 8.25% so demonstrates that the artwork was well informed.
We now have stats to help us with your campaigns in the future including best days to focus on and times of days.
Digital Campaign The digital advertising worked to compliment the print adverts seen in the regional titles. It also reached people who don’t use our print titles, and those living out of our print catchment areas. www.bristolpost.co.uk
Total number of impressions delivered: 79,327 4
Social Media & Promotions
Social Media Social media was concentrated on promoting events e.g Frozen’s Elsa and the AR Trail. Using our facebook and twitter audiences for the Bristol Post.
Facebook likes: 50,365 Twitter likes: 47,743
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Editorial & Photos
Decorating Easter biscuits
Broadmead has it all, from Elsa to the Easter bunny Broadmead and Bristol’s Shopping Quarter have lots of free fun planned for families this Easter. Steve Mellen finds out what’s on offer.
16 DO IT ● ● ● ● ●
from Friday, March 20, 2015
W
hen time off work looms, the tendency is for people to head out of the city, but don’t be too hasty to get the camping gear out just yet. The Broadmead BID team, which oversees Bristol’s Shopping Quarter, has plenty of family friendly events planned for the Easter holidays. It will all begin on Saturday, March 28, with a treat for younger visitors to the city centre. On that day, children will be able to meet and have their picture taken with an Elsa lookalike from the smash hit movie Frozen. There will also be the opportunity to decorate Easter biscuits, enter competitions, have faces painted and take part in an interactive Easter trail accessed via a smart phone – although there will also be a paper version for those who like to do things the old-fashioned way. On Good Friday, April 3, there will be a similar range of children’s activities laid on,
In Broadmead there will be an Elsa lookalike, a petting farm and a mini zoo as part of the Easter fun
but, instead of meeting Elsa, young ones will get the chance to encounter the Easter bunny. In The Galleries shopping centre there will be free crafts on offer, with the chance to decorate Easter-themed sun catchers and money boxes, as well as a treasure hunt. On Easter Saturday, the BID team will be bringing all the fun of the farm into Broadmead and setting up a temporary petting farm, with rabbits, guinea pigs, goats and even a “unicorn”. The Heart Angels will also be on site performing animal-themed face painting and a golden egg prize draw. Customers will have the chance to win a range of prizes, including vouchers to spend in Bristol Shopping Quarter stores. There will also be giant games to play and, for those needing a sit-down amid all the hustle and bustle, deck chairs will be laid on, too. On Saturday, April 11, the Heart Angels team will return with more children’s activities, but this time, instead of a petting farm, there will be a mini zoo in the city centre. All kinds of small animals and reptiles capable of fascinating younger visitors will be on show, including baby meerkats, chinchillas, giant rabbits, snakes, lizards and, for those feeling brave enough to venture close, some creepy crawlies. All of these activities will take place in Broadmead, either near M&S or HMV, from 10am to 4pm. See www.bristolshopping quarter.co.uk for full details. Also on the menu throughout the Easter period (Saturday, March 28, to Saturday, April 11) is a lion hunt. Children will be invited to pick up a map showing the locations of 30 lions, which will be displayed in shop windows in Broadmead and The Galleries. Each of the lions has been decorated by different Bristol primary schools according to scenes from the CS Lewis story, The Lion, The Witch And The Wardrobe. Children are being invited to collect the names of the lion scenes and then join in with craft workshops and receive chocolate treats at the nearby John Wesley chapel. Maps can be collected from Specsavers on Merchant Street and from the John Wesley Chapel itself. The Galleries shopping centre will be getting in on the fun with larger-than-life egg, chick and rabbit characters, which will be found on the ground floor. You can have your photo taken with them and also win prizes via the centre’s social media pages. Easter activities and competitions will be available here on Friday, April 3. The Galleries centre manger, Colin Lang, said: “We are looking forward to welcoming families into the centre over Easter, and hope that shoppers will enjoy our fresh, bright Easter decorations, as well as our free craft activities running on Good Friday.” Jo Hawkins, Broadmead BID manager, said: “We’re delighted to be able to provide these free activities over the Easter period. We’re always looking for different ways to enhance the shopping experience in Bristol Shopping Quarter and we hope these events will keep the children entertained.”
from Friday, March 20, 2015
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Summary
The Easter campaign was a comprehensive print and digital campaign. The results show that a significant number of people were reached both in Bristol and across the region. Daily Reach
145,000
70,000
61,000
Weekly Reach
212,000
40,000
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Summary
Contact Lisa Twitchin 07810 638184 lisa.twitchin@b-nm.co.uk Local World Ltd
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