Case Study

Boston Christmas Festival

CHALLENGE

Increase attendance YOY using a flat budget in a challenging political window with increased television costs.

APPROACH

Utilize Media Mix tool to evaluate total campaign efforts in Boston market; providing key insights into benefits of cross-channel strategy.

STRATEGY

  • Utilize alternative cost-efficient media avenues to reach target demo of Women 35-64
  • Implement innovative cross-channel approach

GOALS

  • Increase awareness
  • Grow attendance YOY
  • Increase total number of ticket sales

TACTICS

Take a portion of the TV budget (24%) and allocate to online video (pre-roll)

  • Evade cost premiums due to political window
  • Maintain campaign reach of target demo
  • Increase campaign frequency of target demo
  • Lower CPMs
  • Contextual and zip code targeting via programmatic online video
  • Leverage share deals with a select few radio partners who offer true integration with on-air content, strong promotional support
  • Utilize Media Mix tool to evaluate total campaign reach year over year; providing key insights into benefits of cross-channel strategy

RESULTS

  • Online ticket sales DOUBLED YOY (50% of total ticket sales in 2014 vs. 25% in 2013)
  • Increased total campaign frequency from 2.9x to 3.4x YOY
  • 36% ROI in added value negotiated along with cash/trade schedules
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