Indulgent Design….
‘Indulge’ is the first marketing campaign for the newly formed Nottingham Retail BID, the key objective being to increase footfall and spend in the city of Nottingham over the
Easter period.
Easy you think? Well, whilst times of recession are upon us and the rise in taxes, cost of living and not to mention the price of fish, it’s a tough audience to attract!
The campaign used the We Are Nottingham website as a main portal for all offers, vouchers and event information. Visitors to the site were directed via a series of eshots that were mailed out to a whopping 105,000 people, plus a combined advertising approach meant that up to another 375,000 people were reached and exposed to our message. Fabulous!
The campaign message used was:
“Shop in Nottingham with the family this Easter and you could win £500 to spend in the city! Unwrap all of our offers and vouchers at: www.wearenottingham.co.uk/indulge”
Simple but very effective.
The idea behind this was for traffic to be driven to the campaign landing pages, allowing us to engage with the audience and remind them about all that Nottingham has to offer – a new Jamie’s restaurant and a Carluccio’s plus Bridlesmith Gate, Exchange Arcade and top department stores. Plus offers and vouchers from the levy payers were available to be downloaded and used in the city.
With traffic directed to the website, it also allowed us to monitor the number of hits the site received, providing valuable data and KPI’s for the Retail BID team. We’re looking forward to gathering all data at the end of the campaign to report back to the Retail BID on just how successful the campaign has been.
