This iconic event in the Scottish capital’s calendar draws as many as 200,000 attendees to Edinburgh Castle every year, while a further 100 million TV viewers tune in across the world. A hotly anticipated annual event as part of the Edinburgh Festival, working with their agency Spirit Media, the Royal Edinburgh Military Tattoo were looking to build in programmatic to their present marketing strategy in order to boost awareness and ticket sales. The brief focused primarily on the opportunities available across the DOOH platform.
Conducting some initial research, the team at Regital identified that DOOH activity was most effective around core rail routes in the UK. While earlier research had pointed to the East Coast and West Coast Mainlines, deeper research found that activity around routes from London Waterloo was also a key opportunity. Positioning key DOOH at Waterloo station as well as the other routes, showed that the Hero sites led to wider reach and engagement across the UK.
The presence of DOOH on the key routes out of London Waterloo as well as on other UK wide rail routes, guaranteed The Royal Edinburgh Military Tattoo gained exposure from the relevant people. Those using these rail routes regularly are likely to travel the UK for work or pleasure, and thus promoted the consideration of visiting Edinburgh and its festival.
As a direct result of our activity on the campaign, we saw a 16% increase in brand awareness alongside a 32% improvement in conversion rates. Additionally, the campaign reached 4.1 million people across the UK, resulting in an improved awareness of The Royal Edinburgh Military Tattoo.
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)