Working with Regatta.
As one of Manchester’s fellow visionary firms, it was a pleasure to be invited to help build and guide the group on the launch of what was to become one of their most successful campaigns.
Our relationship began in 2019 and has continued to flourish ever since. Over this period, we have worked with Regatta on numerous projects, such as Celebrity Campaigns and Black Friday events. Our goal was always to put Regatta and the Group at the front of people’s minds again, to push them to new heights and increase their national sales.
During our first campaign with the group, we decided to do this through several media outlets — large format digital, roadside and static OOH. By taking it back to basics, we could start fresh, working hand in hand with their in-house marketing team, planners and seniors to ensure each campaign detail was planned, prepped and posted precisely how we envisioned.
Working closely with Regatta’s e-commerce team, we used our extensive research tools to both confirm the target audiences were correct and identify postcodes where competitors performed well. However, there was still plenty of headroom for Regatta to target and increase its market share. The Regatta team is now using this information to ensure their digital activity reaches these audiences and areas.
We planned our Digital OOH advertising for high footfall and prominent areas like The Salford Arch. This location, on average, gets over 1.28 Million impressions every fortnight. We combined this with bespoke CTA’s for each advert that would help guide traffic to both on and offline locations ensuring an uplift in both.
We ran our print OOH campaign across The London Underground and on major handpicked bus routes throughout the UK. Working with our national transport partners helped push the campaign to specific and critical areas across the UK, ensuring maximum reach and value for money.
Taking this bespoke approach leads to the same outcome we’re now seeing with all our clients across all industries – smiles. A complete sell-out on all advertised items, boosted numbers on and offline and, above all, a blossoming and ever-growing relationship between Edison Media and the client.
