To help promote the “48 Hours of Fashion” event being launched in Nottingham City Centre.
The aim was to promote the event across all Nottinghamshire areas as well as the City Centre itself, but working within a very restricted budget level where every pound needed to work hard to generate results.
We wanted to achieve a high impact, high volume visual advertising in the City Centre with some additional cover spreading out to key residential areas.
We knew we only had budget for a short term but heavy weight advertising campaign in the lead up to the event. It was vital we bought media at the best possible prices in the most effective target areas to achieve best value for the organisation.
By using a heavy weight bus advertising campaign on double decker buses (T sides and Supersides) we quickly provided a mass presence and awareness across target routes around the City Centre and the outer areas.
By using the key routes to residential areas to and from the City Centre we quickly built up the awareness levels.
By using a very short term, but very heavy weight radio advertising campaign every day for the week leading up to the event we ensured a mass market hard the message and had time to react and attend.
Radio gave high reach and enhanced the recall of the other media increasing the overall effect.
The hourly fashion shows that ran across the weekend were filled to capacity. Over half pre-booked on-line which was an essential goal to achieve.
‘48 Hours of Fashion’ is now an annual Nottingham event and has grown in stature over the years.