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Creation

Overview

Stagecoach launched a national ad campaign called ‘Where will the bus take you?’ to inspire people to get out there for less via their £2 single fare. Whilst the national media plan targeted national reach, we could see that digital had a strong role to play in driving local engagement via hyperlocal content. We knew that we needed to do more than simply re-run the ATL ads in digital so we devised a campaign that allowed us to promote the must visit destinations in Manchester, tapping into relevant local area knowledge to ensure content accuracy and relevancy.

  • Strategy
  • Content
  • Communication
  • Media planning
  • Social

To ensure we found the right balance between content and advertising we started by really understanding the audiences we needed to reach.

After analysing customer data in Manchester we found that both families and grandparents were key audiences to hone in on as grandparents often helped out with looking after kids during the Easter break.

We then looked specifically at the pockets where people lived to ensure we could be as focused as possible with our content.

We worked with their existing landing page but re-organising it into four different content themes with different attractions that aligned to each theme.

  • Outdoorsy Excitement
  • Inspiring Experiences
  • Family Fun
  • Non-Stop Entertainment

We kicked off the campaign with a competition on the national page to ‘Win a free family day out this easter’. This was supported by lots of different content across a variety of formats and channels that inspired people to get out there for less, celebrating the brilliant destinations for people to visit in and around Manchester.

Following the Easter period the targeted campaign created a big impact on both sales and national social followers of the brand.

  • 15% YOY  increase in in sales revenue
  • 7% uplift in engaged Social Followers. Equating to over 7,000 new followers for the brand to continue conversations with.
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