We worked with the tattoo to increase brand awareness and sell tickets. The Royal Edinburgh Military Tattoo is an iconic annual event. An integral part of the Edinburgh Festival, it has a global TV audience of around 100 million people, and over 200,000 people attend each year.
Activity was most effective around core rail routes. This was anticipated on the East Coast and West Coast Mainlines, but activity around key routes from London Waterloo (Cardiff and the South East coast) showed the Hero sites were driving wider reach and engagement across the UK.
As a charity we are always looking for ways to maximise budgets and efficiences through innovation. We were looking for ways to target our core audience, raise awareness and demonstrate our show proposition while also managing our return on investment. Programmatic Digital Out of Home allowed us to achieve that, with all brand metrics moving in a positive direction – we are delighted with the results.
(Head of Marketing, The Royal Edinburgh Military Tattoo)