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Advertising & Multi Channel Communication Strategy

The Brief

The World of Wedgwood, (WOW), is a unique visitor experience providing a showcase for Wedgwood. Offering a superb day out, WOW provides visitors with the opportunity to explore the history and diversity of this iconic English brand. Visitors can enjoy a range of activities from the factory tour, museum, shopping outlets, tea room and restaurant or getting hands on with clay!

After an extensive refurbishment, WOW’s key aim was to drive footfall to the venue and to increase sales onsite.

ACTION

S2 was tasked to develop marketing collateral to help raise awareness of the venue and drive footfall specifically during the summer holidays. S2 designed and produced a cross channel campaign across, radio, outdoor advertising and email campaigns.  This strategy was geared to drive brand awareness and exposure in local areas matching the customer profile. S2 developed a range of creative to resonate specifically with different customer profiles, campaigns were developed for families, young professional and retirees.

S2 managed the creative development, media buying and execution for outdoor advertising across the M6 digital tower, Ad Shells across 6 towns and 2 local radio stations. Email broadcasts to customers and prospects to communicate specific facilities and events during the summer centred on the core customer profiles.

RESULT

WOW has seen a substantial uplift in site visitors, on site spend and brand awareness throughout the summer. Web and social media activity have also increased dramatically; a direct result of a highly targeted and sustained creative campaign.

CLIENT FEEDBACK

We were really pleased with the work that S2 put together. They took their customer analysis and turned it into a strong marketing message and media campaign which led to an uplift in visits for the summer season. Really responsive, I enjoyed working with the S2 team

Chris Perkins, Group Business Development Director, World of Wedgwood