Media Planning
The Royal Edinburgh Military Tattoo required a 7 month media campaign that would drive ticket sales, raise awareness and capture the attention of audiences across the UK.
The seven-month long campaign utilised a connected approach across programmatic display and digital out-of-home advertising to effectively reach the Tattoo audience. Key locations were identified using online data and media was purchased in the most relevant areas. Major billboards in Edinburgh and the main London train stations were booked in a traditional manner, whereas the rest of the UK was targeting programmatically, using 1st and 3rd party data sets to score OOH inventory for their relevance. Programmatic display advertising was then used sequentially to drive users to the REMT site and ultimately drive ticket sales.
1. Built coverage in over 32 towns and cities across the UK.
2. Reached over 4.1 million people.
3. Pushed new advertising boundaries, delivering Scotland’s first Programmatic Digital Out of Home campaign.
