Brand Strategy | Campaign design and management
UK launch campaign - Time Out Cities
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The Challenge:
- With its London based reviews for local and visitors, online advertising revenues were beginning to slow
- Time Out online needed to drive online traffic and broaden ad revenue from a UK wide presence
- UGC editorial content was developed across 6 new cities on the platform.
- This marked a departure from its long-established editorial position and there was a need to quickly raise awareness of the new focus and content.
- Budget: £370k
Solution and Delivery
- This campaign for Time Out was an integrated awareness campaign to announce the launch of online editions of Time Out for the UK’s major regional cities.
- Identified market gaps with qualitative and quantitative market research to ascertain motivation for going out in each city and understand any links across geographies.
- Target Audience group: Socially active and culturally aware 30-40 year olds living within 10 – 15 mile radius of the city centre.
- Targeted UGC contributors: those out and about at least twice a week, opinion leaders and organisers within their peer groups
- Led activation through OOH including public transport and roadside digital screens plus café in store displays.
- Drove search engine marketing activities with content optimised for search traffic and target audience
- Planned digital activation for online visits through content, programmatic display advertising, social media groupings, particularly Facebook and ad retargeting.
- Developed multiple images to reflect Time Out personas, the brand values and the audience motivations for going out
- Campaign timing designed to learn from early launches of Manchester and Edinburgh to inform launches of Glasgow, Leeds, Bristol & Birmingham
- Featuring images of animals wearing human clothes created by the Spanish artist Yago Partal the creative brought to life Time Out’s irreverent and quirky personality.
- The award-winning campaign included desktop, mobile, high profile outdoor, digital poster sites and transport media as well as ambient channels aimed specifically at students.
Results
Generated 1.3m unique visitors
over the 5-month campaign period
Brand Awareness up by 36%
across all key groups
Increased UGC and engagement
Average of 13,000 pieces per city
Award-winning campaign
"Not only is she an excellent digital marketer who can turn any brand into a beloved household name, she transformed Time Out's image and helped us expand hugely around the world, not just finding us a massive audience right around the globe but finding us the 'right' audience. She also appears to have the entire country's reserves of good humour and patience. She's a star, there I've said it. "
