The Historic Dockyard Chatham (THDC) offers an array of amazing experiences year round. With the summer season approaching, the historic attraction wanted to make families in Kent and Essex more aware of its various activities – including the new pirate exhibition, the beach, science shows, 80 acres of dockyard, and more – plus the amazing ‘kids for a quid’ summer offer. We worked with THDC to develop the visual concept for the campaign, which was adapted across a variety of online and offline marketing communications.
Creative | Social | Advertising
Brief
The brief was to create an eye-catching, image-led family summer campaign that highlights a number of activities available at THDC between July and September, whilst also considering how to enhance the existing booked media with the available budget.
Actions:
Campaign Creative
We developed a new look and feel that allowed the creative to convey multiple messages, and was also eye-catching with its graphical style.
Offline Marketing
In order to reach the target audience, we booked media spaces to advertise in key places we knew the target audience would be. Below lists the offline marketing booked and the expected footfall:
- Southeastern trains: Approx. 3,500,000 Southeastern passengers in a 2-week period.
- Lakeside Shopping Centre: Approx. footfall of 960,000 in a 2-week period.
- Bluewater Shopping Centre: Approx. footfall of 1,000,000 in a 2-week period.
Online Marketing
We knew from the audience profiles supplied that majority of THDC’s key audiences spent a lot of time online, and therefore knew online marketing would be a great way to communicate with them. Advertising online is a brilliant option for gaining coverage, especially with its ability for detailed targeting by age, gender and interests. We ran marketing campaigns in the following ways:
Facebook & Instagram Advertising
On these platforms, we targeted families living within a 90-minute radius of Chatham and used a combination of static, carousel and video adverts. The campaign was split into two phases; pre-summer and summer, with image updates to keep the creative fresh. The results were:
Reach:
93118
Impressions:
687614
Clicks to website:
3644
Facebook & Instagram Remarketing
Alongside our targeted, paid social ads, we also used a website pixel to build an audience made up of individuals who had already visited the website, but hadn’t purchased a ticket. With this information we ran a remarketing campaign and achieved the following results:
Reach:
3621
Impressions:
88099
Clicks to website:
440
Google Display Ads:
Google Display Ads is a great option for targeting audiences; rather than attempting to guess which websites our target audience would visit, we instead tapped into the Google Display Network to target the individuals themselves: families within a 90-minute radius of Chatham. The results were:
Impressions:
829800
Clicks to website:
2571
Dayoutwiththekids listing
With 100 million page views per year from 17 million families, dayoutwiththekids.co.uk is one of the top online resources used by families to plan summer holiday activities. A sponsored listing allowed THDC to appear in the top search results for Kent activities, alongside allowing more imagery, links and display the ‘kids for a quid’ deal to be included. The listing achieved the following:
Listing page views:
2595
Clicks to website:
726
Results:
The overall results achieved over the three-month duration of the summer campaign:
3500
Over 3,500 leads from Facebook & Instagram Advertising
2500
More than 2,500 leads from Google Advertising
2
Over 2,000,000 opportunities to see outdoor marketing
It was amazing working with The Historic Dockyard Chatham to form the Summer Campaign. We were delighted to work with the team who explained the goals of the campaign and previous and current marketing of the business. From this we created and rolled out the Summer Campaign to target audiences in Kent & Sussex. It truly was an absolute pleasure to work with such a like-minded business in Kent.
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