#OwnTheNight
RESORTS WORLD BIRMINGHAM
A multi-channel campaign putting a spotlight on the grown-up fun to be had at Resorts World Birmingham.
Objectives
We were tasked with promoting our client’s night-time offering and increase general footfall during the slower autumn months.
Insight
We found the audience to be broad but with a core age of 31-35-year-olds. They were more likely to visit to ‘try something new’. The local catchment area had a higher-than-average level of affluence.
Solution
A campaign including digital display, CRM, OOH, paid social and video. The assets – video and stills – captured the story of a real night out enjoyed by a group of local Midlands-based micro-influencers.
Results
General footfall figures increased across the next month by an average of 8.6%, with Friday evenings and Saturday evenings seeing a 63% and 46.4% increase in footfall respectively.
