The Irn-Bru Carnival has evolved over the years, becoming more family-friendly to attract a wider audience. With a huge proportion of tickets sold on the door, there was a need to change this buying behaviour to increase the proportion of tickets bought in advance.
A multi-channel campaign was planned, comprising TV, radio, digital (search, display, programmatic and social), print, and outdoor advertising. We weekend close with local partnerships securing added value coverage for the event.
1. Year on Year Footfall increased +23% reaching highest level of attendance (163k attendees) since 1999.
2. Our TV campaign with STV (our audience’s most-watched channel) was negotiated, over-delivering on our investment by 18%.
3. Over 30 pieces of content were created, with a reach of over 2,608,158 via Carnival channels (not including shares from ambassadors’ channels as we cannot track those).
