No Limits Events and Promotions

The Client

No Limits Events and Promotions run some of the region’s most popular motoring events, including The Lincs Wheels Car Show. This is an annual two-day celebration of car culture held each June at the Lincolnshire Showground near Lincoln. Think live entertainment, festival atmosphere, and thousands of car enthusiasts descending on one site for the weekend.

The Brief

No Limits are seasoned marketers. They blanket the region with guerrilla activity, but they come to us for something different, that is a real presence in the middle of the city. The two D48 digital billboard screens in Lincoln give them unmissable, high-traffic visibility that their ground-level activity simply can’t replicate. It’s the difference between being seen and being impossible to ignore.

The Campaign

We booked both D48 screens on Dixon Street, Lincoln for four weeks, timing the campaign to run right up to, and finish on, the Saturday of the event itself.

That timing is everything. It lets the messaging evolve week by week: building awareness early, creating anticipation in the middle weeks, and landing a punchy “This Weekend” message in the final days when excitement, and the urge to buy tickets, is at its peak. The client also rotates several versions of the creative throughout the campaign, showcasing different aspects of the show and giving people a real sense of what’s in store.

It’s a textbook example of how to use digital outdoor advertising intelligently. Use the right screens, in the right place, with messaging that gets sharper as the event gets closer.

The Result

The client is delighted, and the campaign has become a fixture in their annual marketing plan. We’re now in ongoing conversations about extending the approach to new events and new locations across the country.

For more on The Lincs Wheels Car Show: www.lincswheels.co.uk
To find out how we can do this for your event contact us today