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Post Show Report 2016
Campaign Overview
Now in its 5th year the Dubai Winter Festival was a huge success delivering over 25,000
visitors over the three days
The event aimed to build on the strength of the previous years through an effective
early 8 week PR and marketing campaign
The emphasis of the campaign was to drive ticket sales, promote being back at Dubai
Media City Amphitheatre, promote the RAT PACK Festive show on the opening night,
new dates, new features, sponsors, restaurants and exhibitors and to create a festive
atmosphere and sense of excitement around the entire event.
Campaign Overview
The campaign included the following:
TV campaign: 2 weeks
Radio Campaign: 3 weeks
Outdoor branding: 4 weeks
Website
Print advertisements including press, leaflets, stickers: 12 weeks
E-marketing including 3rd party HTMLS: 4 weeks
School communicator campaign: 4 weeks
Online coverage over multiple 3rd Party website: 4 weeks
Air Miles Campaign
Social media campaign: 4 weeks
SMS and Whatsapp campaigns: 2 weeks
PR campaign: 4 weeks
Key Features
Haribo Santa’s Grotto
Winter Market
Sri Lanka Tourism entertainment Stage
Pets Plus Letters to Santa
French Bakery Gingerbread house
Talabat Christmas Tree
Fun Fair
Nutella Snowman building
Haribo Snow Play Zone
Special Ocassions Kids Zone
Oregano kids pizza making
25,031 attended the festival over the three days!
Event Images
Event Images
Dubai Winter Festival Typical Visitor:
Medium – high net worth individuals ABC Audience
Broad age range – those seeking festive cheer, children/ teenagers/ adults. 77%
between 25 – 44yrs old
Core audience – families, groups of friends, young professionals
25:75 Male to Female ratio
Affluent & sociable
Visitor Profile
Campaign OverviewMedium Average Coverage Impressions
TV Coverage OSN 1,825,000 per week 3,650,000
Radio Coverage 5150000 (4 weeks) 5,150,000
Press Advert campaign 157,500 504,000
HTML campaign 3,191,789 3,191,789
3rd Party HTML campaign 1,187,500 1,187,500
Outdoor campaign 9,800,000 (4 weeks) 19,600,000
SMS Campaign 100,000 200,000
Whatsapp campaign 50,000 100,000
School Communcator desktop and mobile 251,348
Facebook reach 2,200,000
Instagram Reach 914
Twitter reach 24,700
Disply Ads 7,961,805
Youtube video ads 40,284
Digital reach 23,275
Website Listing 18,400,000
Website 300,660
Air Miles 753,566
Total Impressions 63,539,841
This is the overview of the recorded campaign which had total
impressions of 63,539,841
OSN MOVIES HD AND KIDS HD
OSN Movies Premier HD
OSN Movies Premier HD+2
OSN Yahala Drama HD
OSN Yahala Shabab
OSN Yahalla HD
OSN First More
OSN MOVIES COMEDY HD
OSN Movies Festival HD
An intensive 2 week advertising campaign with OSN delivered over 600 prime-time TV spots
across the network with a total reach of 1.3 million homes and a collective audience of
3,650,000 across the GCC.
OSN COMEDY HD + HD+2 OSN FIrst HDOSN First HD +2 (SD)
TV Campaign
Millions of listeners tuned into ARN Radio network everyday for 4 weeks to hear our
radio advertising campaign as well as additional spots and competitions across
various other stations. Our primary radio station was Dubai 92 with all the other ARN
stations supporting through liners and giveaways.
TOTAL SPOTS 333 TOTAL REACH 5,150,000
Radio Campaign
Outdoor Branding
In the 4 weeks leading up to the festival we secured one of the prime sites along Dubai’s busiest highway Sheikh Zayed Road. Each day over 350,000 cars drove past the banner which resulted in huge exposure.
The 2016 website was updated with a new design and creative. The website attracted much more traffic with visitors spending more time on the website. Throughout the campaign traffic gradually increased closer to the festival. We had a 72.51% new user rate which is huge and concludes that the festival website attracted many more people who hadn’t been to our site before.
Website
Print Reach Average Readers (3.2 per publication)
2 x Mother, Baby and
child
30,000 copies each week 192,000 readers
3 x BBC Good Food
Magazine
12,500 copies each 120,000 readers
Connector Magazine 30,000 copies each week 96,000 readers
Leaflet distribution 30,000 leaflets distributed to local schools, hotels,
and shops
96,000 readers
Total Print 504,000 readers
Print Coverage
Example Press Adverts
This Press advert was rolled out through various
high profile magazines such as Mother, Baby and
Child and BBC Good Food Magazine. These
magazines were perfectly inline with our family
target audience. The advert highlighted all of our
main sponsors and partners as well as the festival
features, new location and the headline band
THE RATPACK on the Thursday night.
Winter Festival Leaflet
There were 30,000 leaflets distributed to schools, hotels, restaurants, cafes and shops in and around Dubai.
On-site Coverage
At the festival 10,000 festival guides were handed out at the Box Office to all those who bought tickets on-site.
Direct HTML Coverage
HTMLs were sent to our Database of just
over 250,000 consumers. Each had a
different style and message in order to
and message. 32 were sent in total
totalling 3,191,789 emails sent to our
database.
3rd Party HTML Coverage
We sent a total of 39 HTMLS out to our
3rd Party databases, totalling over
1,187,500 emails. HTMLS were sent
out to databases such as Pizza
Express, Kids Zone, Afterschool.ae,
GEMS Wellington, Mumzworld, RGS,
Timeout Dubai, Kempinski, Playdates,
Horizon International School,
Dubai Music School and many more.
School Communicator
As families are such an important market for the Dubai Winter Festival
we reached out to 29 schools in the local area and promoted
the festival through the school communicator digital banners,
these were on both desktop and mobile devices. The total
impressions of this desktop and mobile campaign was: 251,348
Event Listing Sites
This year the Dubai Winter Festival
was listed on 62 listing sites with a
total reach of 18.4m per month.
The festival was listed on sites such
as Eventful, Expat Bloke, Go Dubai,
The National, Time Out Dubai,
Lovin Dubai, Totally Emirates,
Guide to Dubai
Additional Coverage
Here are some further examples of
the extended coverage we secured
through various websites
and Facebook pages.
Additional Coverage
Air Miles App
This year we teamed up with Air Miles in order to reach a wider audienceand promote the festival through additional channels. In the leading 2 weeks heavypromotion was done through the following:
• Radio: 10 day promotion on Dubai 92 to win tickets for the festival• Boosted social media posts• Competition on the Air Miles mobile App
• Web banner on their main page
The total reach through this campaign was 753,566
Social Media
The 2016 social media campaign ran intensely for 6 weeks and covered Facebook,
Instagram and twitter. The overall Facebook campaign had a total of 2.2 million reach with the breakdown as follows:
38,450 Likes with an increase from 30,943
503,860 Video views from 7,871
1,402,500 Unique users
2,280,415 Total reach from 542,126
15,834 Web clicks
Facebook Top Post Reactions
The UNBOOSTED post which generated the highest reactions –
803 reactions
The BOOSTED post which generated the highest reactions –
3.7k reactions
Facebook Top Post Reach
?
The PUBLISHED post which generated the highest Reach – 324,798 People.
The UN-PUBLISHED post which generated the highest Reach –
191,000 People
The total number of 10 second views was 218,450. The average organic views per video
were 848 & paid were 4,353
The total number of 3 second views was 503,860. The average organic views per
video were 1,894 & paid were 10,102
Facebook Total Video Views
503,860
Facebook Total Reach
Our average organic reach during the 1 1/2 month period
equals 7,623 people.
Our average paid reach during this period equals 46,471 people
Organic Reach Paid Reach
Avg. reach
2.2 Million
Follower Growth & Location
The number of followers on the Instagram accounts have increased from 634 to 914. This
is an increase of 280 users.
Instagram Top Posts
Most Liked Most Engaging Most Commented
Digital Campaign
As part of the 2016 campaign we carried out an intensive digital campaign to continually reach our potential visitors. The campaign was built through the following platforms:
Creating Awareness: We used Google Display (banner ads on partner websites) and YouTube ads to create awareness. In this campaign we reached out to new users and we also advertised to all tickets page visitors of TOAD & SSSFF websites. In addition to this, we ran Gmail ads to the email database.
Building Consideration: We retargeted all of these users which clicked on our banner ads, viewed our YouTube Video or clicked on our search ads. We also targeted competitor keyword such as "Winter Wonderland Dubai" which was our third highest clicked keyword.
Conversions: We targeted the people who visited our website and started showing them banner ads on every website they surfed but not more than 6-8 times a day - this number was increased as we came closer to the event. The idea was not to make them click on the ads again and again but to just show them our banners so they were constantly reminded of the Winter Festival.
PR Coverage Summary
14Arabic clippings
5Arabic print clippings
9Arabic online clippings
$70,368Arabic AVE
36English clippings
24English print clippings
12English online clippings
$123,354English AVE
50Total clippings
29Total print clippings
21Total online clippings
$193,722Total AVE
= 711,473 AEDs
=
=
=
=
+
+
+
+
+ Sony TV coverage (5 minutes = 22,000$ i.e. 80,798 AEDs) = 792,271 AEDs
Example Articles
DATE: 08/12/2016
CIRCULATION: 100,435
PUBLICATION: Xpress Abu Dhabi Edition
PUBLICATION TYPE: English Weekly Newspaper
AVE: $333
DATE: 08/12/2016 CIRCULATION: 67,008PUBLICATION: AHLAN!PUBLICATION TYPE: English Weekly Magazine AVE: $20,052
Example Articles
DATE: 06/12/2016 CIRCULATION: 36,510PUBLICATION: What’s On DubaiPUBLICATION TYPE: English Monthly Magazine AVE: $3,750
DATE: 06/12/2016 CIRCULATION: 30,000PUBLICATION: ConnectorPUBLICATION TYPE: English Monthly Magazine AVE: $714
Example Articles
DATE: 04/12/2016 CIRCULATION: 300,000PUBLICATION: READPUBLICATION TYPE: English Weekly Magazine AVE: $2,268
DATE: 02/12/2016 CIRCULATION: 432,868PUBLICATION: Gulf News FridayPUBLICATION TYPE: English Weekly Magazine AVE: $2,785
Post Show Report 2016