Integrated marketing campaign

Come round this Christmas

Client: Old Market Hereford

Media
Press
Outdoor
Digital
Web / Social
Events
Task

Old Market is set in a traditional British city of Hereford, with a strong rural community. Our brief was to communicate all things Christmas to the primary and secondary catchments to encourage them to Old Market for gifting, party outfits, dining and getting into the spirit a Christmas Light Switch On and a craft workshop for the children. This was a multimedia campaign across outdoor, press, digital and in centre.

Solution

The core thought ‘Come round’ was used to invite the community of Hereford to Old Market.  This was displayed using Christmas wreaths which had a great rural and rustic feel to it, each wreath was dressed with different items to work with the message. The idea was simple, engaging and stylish.

Christmas Campaign for Old Market Hereford
Christmas Campaign adverts for Old Market Hereford 2
Christmas Campaign adverts for Old Market Hereford
Old Market Christmas Photography Deer lights
Old Market Christmas web and mobile
Train advertising Christmas Old Market Hereford
Outdoor poster - Old Market Hereford
Outdoor poster -
Bus rear - Christmas Campaign for Old Market Hereford
Old Market Hereford - Elves workshop
Old Market Hereford - Elves workshop

Results

Overall the campaign has delivered 7.7 million impacts, equating to a CPT of £5.86.

Digital achieved 3.2 million impressions, 13,900 clicks and a CTR of 0.43%.

Facebook achieved a 7.86% engagement rate, over 9 x the industry average.

Most importantly, footfall increased by 12% year on year, and shopper spend increased to £93 compared to £68 in the previous year.

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