What we did: Media Strategy | Media Planning
Tauranga Crossing were about to open their new enclosed shopping environment and wanted to create some noise to help attract locals and visitors to the centre. Our brief was to increase brand awareness and maximise the media budget to support the launch.
To increase awareness of the new shopping facilities with their primary target audience, increase website visits, grow Facebook likes and create an email database of 3,000.
Our media recommendation included a mix of digital, outdoor, print and radio.
Our media buy consistently saved Tauranga Crossing nearly 85% on the media spend, while delivering 160% more digital impressions with clicks up to 31K at a lower Cost Per Click.
In this two month launch campaign we delivered 1.2m impressions across display, social platforms, with a CPM of $11.00. For comparison a good radio campaign might deliver a CPM of $60, and TV well over $100.
Radio was extremely powerful in reaching potential visitors to Tauranga Crossing. Our radio campaign reached 75% of the total population.
Local print was used to promote the initial opening followed by some promotional activities and communication of shopping hours.
Bus backs and large format billboards delivered over 12,000 visuals each day. The outdoor campaign helped the brand became highly visible alongside the noise that radio was giving. Together with the print support from the local titles it was hard to miss the excitement.