Rock Choir
The Brief:
Rock Choir is the nation’s most popular contemporary choir experience. Since its inception in 2005, tens of thousands across the country have enjoyed the huge physical and mental-wellbeing benefits of being part of a group of like-minded people enjoying themselves.
We were approached by the Head of PR to raise awareness of the brand across North Yorkshire. Local choirs were already established in the county, but they wanted to bring more attention and increase numbers by adding new voices to these.
The thought process:
North Yorkshire covers a large geographical area but doesn’t have many large conurbations. The exception though is York. This fantastic city is not only the largest in the region, but it also attracts thousands of visitors every week. Most will be day visitors and will typically come from a 1 or 2 hour drive distance from the city. This takes in much of North Yorkshire.
For York, you really only need to look at bus advertising.
Our approach
There are two main bus options in York. The main First fleet depot covers all of York and surrounding villages and the First Park and Ride fleet which run from five main park and ride locations on the outskirts of the city.
We decided to run a Lower Rear campaign spread across both fleets. All Park and Ride bus routes and many of the main First fleet ones pass through the city centre. This meant we would maximise visibility on both the wide-spread standard bus routes as well as on the fixed routes taken by the Park and Ride fleet. The Lower Rear option was chosen to fit within the budget and allow us to maximise the visibility of the message.
The result:
The campaign ran in late August and across September, and so we hit one of the peak tourist times of the year Using both fleets, meant huge visibility for Rock Choir which in turn lead to an upturn in both brand awareness and enquiries to join.
The client was very happy with the campaign, and we continue to talk about new opportunities across the country.
For more details on Rock Choir go to www.rockchoir.com
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