Increasing Footfall for Longleat
Challenge
The UK market for full-day family experiences is ever more competitive. Longleat engaged Smithfield to drive awareness of its 2022 main season and events, to increase footfall and pre-booked ticket sales using paid media.
The brief was to re-engage with previous visitors and attract new audiences, particularly focusing on ABC1 families with younger to early teenage children.
Planning
- Mosaic postcode data helped refine the standard ABC1 family audience into 8 audience profiles, heavily skewed to family audiences.
- Using this audience profile data helped us reach emerging younger family audiences that were not a core focus pre-Covid.
- Heavy index media allowed us to build a full-funnel multi-channel media strategy running across display, video, internet & social usage, OOH exposure & radio listening.
- Upweight periods were focused on key school holiday periods.
Performance
A roaring success. All digital media drove a positive ROAS – even brand-led digital channels.
%
of total main season revenue from attributable media
%