WYCA: Innovation Festival
Client
West Yorkshire Combined Authority (WYCA)
Industry
Regional Government
Over 1,000 business
business owners and senior managers attended events at the week long festival
184,735 impressions
delivered through city centre Street Hubs in Leeds and Bradford
212,516 audio impressions
served through targeted audio streaming
How do we showcase the huge networking festival to celebrate everything innovative about the region?
The West Yorkshire Innovation Festival brings together businesses, entrepreneurs and experts to showcase the innovation happening across the region. People of all ages and all backgrounds share resources and support one another. In its third year, West Yorkshire Combined Authority asked The Ark Media to produce the media strategy and establish a media partnership to promote the festival.
The challenge was targeting a wide range of audiences across business owners through to young people and community groups with limited time, available media channels and a wide range of target audiences.
Objectives
The primary objectives of the campaign were to:
- Raise awareness and promote the festival's events taking place across the West Yorkshire region
- Target a primary audience of business owners and senior management decision makers
-Drive sign-ups for each event
Strategy and Execution
Time constraints and wide audience reach were both challenges we had to overcome to ensure this campaign was a success. Thinking innovatively about how we could reach the whole of the West Yorkshire region led to a media strategy consisting of digital media channels and a business partnership that would showcase the Innovation Festival's offerings.
From digital bus shelters across West Yorkshire, to digital screens in Leeds Train Station and Street-hubs in Bradford, we made sure the messaging resonated with all key audiences. We did this by framing the messaging, understanding our audiences and knowing where to advertise and when.
The strategy included:
-Digital out-of-home sites such as Street Hubs, bus shelters and train station screens allowed the use of multiple creatives which conveyed several messages in a cost-effective way
-Audio streaming and local radio reached those harder to reach target audiences
-A media partnership with 'The Business Desk' included e-shots, sponsored articles, a homepage banner takeover, stories on LinkedIn, a press release of the launch, and an interview with the Mayor targeting key demographics
467,128 impressions delivered through railway station digital screens.
Taking West Yorkshire's Businesses to the Next Level
A key component of this campaign was creating a media strategy that reached audiences far and wide while remaining cost effective. Utilising targeted digital media channels in a creative and informed way allowed several different campaign messages to be displayed, resonating with the primary target audiences across rural and urban areas.
Along side this, an effective media partnership with 'The Business Desk' meant we had a run of articles with various channels contained within that collaboration. Sponsored articles, a homepage banner takeover and an interview with the Mayor kept repeating the messages in a different way to different people through different mediums.
65,807 impressions delivered through digital bus shelters.
184,735 impressions delivered through digital street hubs.
Explore Work Showcase
Get in touch
