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AKA

Core disciplines: Digital, Integrated marketing, Media planning & buying

 

AKA have a long standing relationship with the Royal Botanic Gardens, Kew so when we had the opportunity to work with them to launch the redeveloped Temperate House, we were excited to start telling people about it. 

OBJECTIVE

AKA were tasked with creating an impactful campaign around the May 2018 reopening of Temperate House in the immediate run up and the bank holiday that followed. This activity was designed as an introduction to Temperate House ahead of the main ATL campaign in July/August 2018, driving awareness, excitement and buzz.

DELIVERABLES

For all our campaigns, audience insight is the starting point by which we base all campaign planning decisions on and this was no exception. We used TGI to identify what channels should be used to ensure we reached our target audience groups. 

Focussing on the London and South East region, AKA devised a campaign that used standout formats in print, digital and Out of Home in a short fortnight window to achieve full impact alongside the press campaign that included morning hosting from BBC Breakfast and Good Morning Britain. 

RESULTS

The opening weekend defied all expectations, with over 50,000 guests visiting over the two days, setting the platform ahead of the main ATL campaign over the summer. 

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