Category: Client News
National Botanic Garden of Wales increase family figures by 63%
New attractions at the National Botanic Garden of Wales (NBGOW) targeted at families with children coupled with an integrated marketing campaign across the summer has really helped drive figures.
The newly opened Butterfly House (Plas PiliPala) and other activities for children including zorbing, trampolining, a straw bale maze and large games were used in an advertising and marketing campaign that comprised of: Bus streetliners, 6 sheets and vinyls in Cardiff and Swansea; a sponsorship on Heart Radio which allowed for key messages to be broadcast to a family listenership across South and West Wales, a promotional video which was posted online on NBGOW website and also integrated into a quiz and competition on Wales Online.
These highly interactive elements online helped to bring the campaign to life, generating 444 competition entries to win family tickets to NBGOW and really made the garden a talking point through social media posts on Facebook and Twitter. These on-line elements were backed up by a campaign of skins and banners on mobile to reiterate the message to a targeted audience. This continued with a sponsorship of the “Whats On” pages on Swansea Evening Post. Combined, this all heightened NBGOW’s profile as a day out attraction for families whilst maintaining and growing their more traditional visitor.
This highly visual campaign started in June and proved that a multimedia advertising campaign on a relatively small budget can really work for example.
- Across July there were 30% more families with children than in July the previous year.
- Overall the summer saw their figures soar from 30,308 in 2015 to 38,948 in 2016 a 28.5% increase.
- Furthermore, new memberships are up by 25% over the summer in comparison to last year.
- Membership total takeup was up by 39% which is the highest takeup since 2011.
- Membership renewal were up by 9%.
- Facebook likes were up over 1,513 by 12%
– Head of Marketing and Communications says
“Alison and her team really made the difference and, as well as being helpful, responsive, innovative and efficient, our super summer visitor figures and all the fabulous feedback we’ve received, prove they are effective too. I cannot recommend them highly enough and we’re already talking to them about our next campaign”
NBGOW overriding campaign objective was to target new visitors ensuring that they were seen over the summer months as a key tourist attraction; they certainly achieved this with an increase in footfall from families and new and renewed memberships being taken up.
If you need help with your marketing campaigns and want to see results, then CLICK HERE to contact our award winning team for our impartial media planning and buying expertise. #LoveMarketing
National Botanic Garden of Wales Have Launched Their Summer Campaign
Their objective was to ensure they attract more families with children over the summer period.
With the opening of their Butterfly House (Plas Pilipala) on 1st July they were keen to promote themselves as more than just The National Botanic Garden of Wales, showcasing all they have to offer for the entire family including adventures such as zip wiring, zorbing and a straw bale maze.
We began with their new promotional video created for use online, which does just this with fabulous images of all of their activities including their beautiful gardens and plants….It certainly entices us to go back time and again. This is all backed up with an impactful mixed media campaign put together including interactive articles, takeovers and inventory online, outdoor advertising.
This is all backed up with an impactful mixed media campaign put together including interactive articles, takeovers and inventory online, outdoor advertising with bus, 6 sheets, and a radio sponsorship. With beautifully eye-catching visuals and repeating the key messages promoting all that they have to offer we are sure this will be a successful summer for the National Botanic Gardens Of Wales.
Outdoor 6 Sheets:
Take a look at the promotional video below in English and Welsh –
Butterfly House – English Version
Plas Pilipala – Welsh Version
We love making our clients marketing objectives and goals a successful reality, so make sure you get in touch with us. We’ll help you over deliver on your objectives and together achieve fantastic results.
Go Air Trampoline Park has landed in Manchester!
We’ve been extremely busy over the last couple of months, helping Go Air launch Manchester’s biggest trampoline super park.
We started working with Go Air early in 2015 with the launch of the first site in Cardiff in October 2016. Manchester is Cardiff’s black-and-yellow sister venue, and we’ve been working hard to implement a high impact launch campaign to a wide audience in this location. With 200 wall to wall trampolines, battle beams, giant air bag and bounce basketball Go Air in Manchester has something for everyone. The park even hosts fitness classes and is available for public birthday parties.
Go Air were keen to target all adults including families with children and teenage groups to raise awareness of the park’s opening over the Easter break. The team required our expertise on effectively reaching their audience in the right places at exactly the right time, through the most cost effective means.
We put together a targeted campaign that included airtime on popular Manchester radio stations Capital North West and Key 103, along with a Drive Time promotion on Capital to build anticipation and excitement around Manchester’s largest trampoline park. Click here to see Capital North West hosts Rob and Wingman at Go Air Manchester.
In order to be precise in reaching families with children we included adverts and a competition in the Manchester edition of the Primary Times which is distributed to Primary schools and families specifically. To ensure we were remaining targeted and producing minimal wastage we took advantage of the precise geo-targeting technologies provided by ITV Player. We ran a campaign delivering impressions to all adults with children in Manchester, seeing fantastic engagement within the first week. TV and video are without doubt the most effective ways to build brand fame and brand awareness, so to make sure the launch campaign was particularly high impact yet still targeted and cost effective, we complemented the ITV Player campaign with Sky Adsmart. The advert was to be delivered to parents with children between the ages of 5 and 17 across a month on Sky channels.
Building campaign frequency and reach across the city was also important for achieving maximum impact. We took advantage of cost-effective tram interiors as part of this integrated campaign. The high dwell time on tram journeys means interiors are perfect for engaging multiple audiences when they’re on the move. Audiences ‘on the move’ are said to be more receptive to advertising messages with 43% being more alert when out of home. Tram routes travel around Manchester, spreading awareness of Go Air’s trampoline super park further for higher frequency and reach.
If you think your campaign could benefit from our team’s award winning media planning and buying expertise, please get in touch with us. We’d love to offer our advice and assistance for getting the best returns on your investment, and we can tackle a variety of different briefs. Drop us an email at [email protected] or call 02921 320 200.
The Media Angel finalists in the National CIM Excellence Awards!
We are absolutely overjoyed to announce some very exciting news.
After being the only media planning and buying agency in Wales to win an award at the CIM Canmol Welsh Marketing Excellence Awards in 2015, we have been shortlisted for a marketing award at National level!
Our outstanding work on Tŷ Hafan’s legacy campaign has earned us a place as finalists at the CIM Marketing Excellence Awards 2016, which is set to take place on April 14th at London’s Grosvenor House Hotel. Our work has been shortlisted alongside campaigns run by Appletizer, The Happy Egg Company, Virgin Media and O2 to name just a few!
The CIM’s prestigious Marketing Excellence Awards were developed to recognise and reward brilliance in the field of marketing. Now entering its seventh year, these awards are a fantastic way to raise awareness of the creativity and originality delivered by marketers who are at the forefront of the profession. We will be proudly exhibiting their work for Tŷ Hafan, which has already been praised as “simply brilliant” by the judging panel at Canmol.
Tŷ Hafan Legacies have become a key income stream for the charity, generating around 70% of annual individual giving income over the past few years. Our team were appointed to take care of the Legacy campaign on behalf of Tŷ Hafan and devise a campaign that would help the charity raise these vital funds through pledges.
We made innovative use of both new and traditional media marketing methods including video on demand, print press and direct mail to maximise an extremely precious budget. The results were outstanding, generating returns of over 300% for the charity.
Managing Director Alison stated “We are beyond thrilled to be nominated for an award at the CIM Marketing Excellence Awards this year in London! We were over the moon with our Canmol win, and are now so excited to raise the national profile of our small but brilliant organisation and of this case study; which demonstrates what can be achieved from maximising precious budgets, selecting the most affordable and appropriate media.”
“In this case, a simple mix of new digital media and more traditional, popular methods such as press raised the profile of Tŷ Hafan and their schemes for donating to impressive ends – achieving amazing over-delivery on targets. The campaign delivered an overwhelming 300% more than the proposed target and we genuinely feel this case study is an inspiration for charities nationwide. We feel this should be inspiration for other small, hardworking agencies too; we’ve shown that despite being a team smaller in numbers we have the aptitude and dexterity to make a huge difference”.
We are also so delighted for client Swansea University who has been shortlisted for their ‘Making Waves’ campaign; a project we have also been heavily involved in executing.
“We couldn’t be happier for the team at Swansea University for making the shortlist with us; we are super excited to celebrate with them in London on 14th April” says Alison.
We would like to wish all fellow finalists the very best of luck, and we are very much looking forward to a fantastic evening.
The Media Angel win a prestigious Marketing Award!
This year’s CIM Canmol: Wales Marketing Awards was a particularly exciting one for us at The Media Angel. Not only were we delighted when we received the news in October that our work with amazing client Ty Hafan had been nominated for an excellence award in the Life Sciences category, we are also incredibly proud and absolutely delighted to announce that we were successful in winning this award! Ours was the only media planning and buying agency successful in winning at this year’s ceremony.
Our work with Ty Hafan on the Legacy campaign was described as “simply brilliant” by the judging panel, who were extremely impressed by the results generated. The campaign created returns of over 300% for the charity, achieving over £360,000 in pledges on a small budget of just £12,000.
Our team worked so hard to implement a hugely successful yet cost effective campaign using a mix of new and traditional media platforms including video on demand for the first time, print and direct mail. Campaigns were put forward based on their creation and delivery of innovative and effective marketing campaigns delivering outstanding results.
“We couldn’t be more thrilled and excited to have won a Canmol 2015 award for our work with our wonderful client Ty Hafan. I am so proud of this project, helping such a great organisation and important cause receive returns of over 300%. We are delighted to have been rewarded recognition for our work; winning an excellence in marketing award across Wales is absolutely amazing. It’s wonderful to win an award for doing what we love” (Alison Debono, Managing Director at The Media Angel)
As well as being award winners at this year’s event, we were also sponsors of the drinks reception where we welcomed guests at the Ricoh Suite, Cardiff City Stadium with a complementary drink adorned with some of our branded ‘The Media Angel’ glass charms.
We are so proud to have been up alongside some of Wales’ leading brands and would love to extend our congratulations to all the nominees and winners including client Swansea University, DS Smith, JamJar PR and Arriva Trains Wales among other great organisations. Each continues to set the standard for excellence in marketing in Wales.
This year’s winners:
New Marketer of the Year – Sophia Al Janabi (DS Smith)
Life Sciences – The Media Angel – with Ty Hafan
Education & Training – Swansea University
Tourism, hotels, leisure, place & destination marketing, travel and transport – Arriva Trains Wales
Technology and Energy – DS Smith
Social Economy – The Wallich
Food drink, retail & FMCG – Marketing Clarity with IEAT
Arts, Heritage & Creative Industries – Equinox with CADW
Professional Services – JamJar PR with Pedalcover
Outstanding Contribution – Richard Houdmont
We’ve made the finals for a CIM Canmol Marketing Award
We are so thrilled by the news that we have been shortlisted for a 2015 CIM Canmol Marketing Award for our work with children’s hospice charity Tŷ Hafan! The Chartered Institute of Marketing hosts Canmol every year; dedicated to celebrating excellence in Welsh Marketing.
The business and marketing experts on the panel at Canmol felt our work with Tŷ Hafan; helping them raise crucial awareness of the amazing work they undertake for children with life limiting illnesses was worthy of an award nomination.
Tŷ Hafan offers comfort, care and support to life-limited children, young people and their families in the hospice, in the community and in their home so they can make the most of the time they have left together.
Tŷ Hafan established an Individual Giving team in 2012 to generate sustainable income from individuals. Legacies has become a key income stream for Tŷ Hafan, generating around 70% of annual Individual giving income over the past few years. We have been working with the charity since 2014 to help devise, buy and implement their media plans across all projects, including the Legacy promotion.
The campaign focused on how Tŷ Hafan helps life-limited children to leave their priceless mark on the world, and encouraged people to leave their own mark on the world too through leaving a gift in their Will. ‘Leave your Mark’ was the key message to promote this campaign.
We are extremely proud of the fantastic results the campaign achieved from using a simple mix of new digital media in the form of VOD with ITV Player and more traditional, methods such as print, magazines and direct mail. The campaign proved that by using the right mix of new and traditional media, amazing results can be delivered within an affordable cost.
We found this project extremely rewarding, as its outcome has made a real difference to life-limited children and their families in Wales. The campaign contributed to increasing the number of donations the charity needs to be able to continue with their outstanding work. The campaign delivered an overwhelming 300% more than the proposed target, generating on average £360,000 which will go a long way in helping Tŷ Hafan continue to do the brilliant work that they do.
We’d love to send our huge congratulations to all of the finalists, especially to clients Swansea University and Swansea Bay!
We’re also proud to be sponsoring the drinks reception at this year’s Canmol Awards on 6th November for a second year. We are very much looking forward to welcoming all guests with a glass of bubbly to start the evening off to what we are sure will be a great event!
Thank you Swansea Council for choosing us as your agency!
What a fantastic summer it has been for The Media Angel this year! Our team has been exceptionally busy nurturing existing client campaigns and growing new client friendships across the summer months; and as we end one season into another we have a hugely exciting project to report on.
We are delighted to announce that following an exacting procurement process, The Media Angel have been awarded the contract to be the supporting media agency for Swansea Council’s Tourism Team during this year’s campaign named ‘Swansea Bay Moments’. This is an outdoor campaign that will extend into some of the UK’s largest cities, including Liverpool, Manchester, Birmingham and London.
After going through the procurement process for the project, our team received the amazing news that we had been successful. Alison Debono, Managing Director at The Media Angel was delighted with the news that her team had submitted the successful bid;
“I am so very proud of my team! We have all worked extremely hard on this project, making sure we could deliver a great and successful campaign for excellent value. We really couldn’t be more thrilled with this win. The team at Swansea Council have produced some award winning campaigns, and we are all very excited to be working with them”.
The campaign is due to start at the beginning of October this year; and aims to invite visitors from across the UK to come and visit Swansea Bay. Visitors will be encouraged to make and share ‘moments’ from their Swansea Bay adventure.
Steve Hopkins, Tourism Team Manager said “We’re particularly looking forward to beginning this Autumn’s campaign as we’re trialling digital video ads for the first time and can’t wait to see them in action!”.
We are very eager to help the council promote the message about Swansea Bay; we can’t wait to get started in showing people across the UK how truly beautiful, unique and diverse Swansea Bay really is.
South Wales Fire & Rescue Service appoint The Media Angel for Summer Campaign
South Wales Fire and Rescue Service (SWFRS) and the RNLI have chosen our team at The Media Angel to help them launch their ‘Get a taxi, not our boat’ campaign starting this week!
The aim of this campaign is to raise awareness about the high number of accidental drowning incidents that occur throughout South Wales; particularly after victims have consumed heavy amounts of alcohol. The campaign will aim to encourage people to make their way home more safely after a night out and avoid risky areas where both fatal and non-fatal drowning incidents can occur.
The South Wales Fire and Rescue Service and the RNLI had been searching for an agency to help bring the important message about drowning prevention and water safety to the people of South Wales in a fun and engaging way while also proving to be best value after biding through the Fire and Rescue Service Procurement process.
Managing Director of The Media Angel, Alison Debono has expressed her delight at the news;
“We were thrilled to hear the news that the South Wales Fire and Rescue Service and the RNLI had decided upon us as their chosen marketing agency! I am immensely proud of my team for winning this fantastic and hugely important pitch for the Fire and Rescue Service in conjunction with the RNLI.”
“We couldn’t be happier about helping these two amazing services drive home their vital message about avoiding risky behaviour around water and respecting the dangers. We are excited about getting this campaign underway, and are really delighted to be working with such a fantastic team of people”.
The Media and Communications team at SWFRS and the RNLI also expressed their enthusiasm about working with us, stating “We are excited about the prospect of working with the team at The Media Angel on our upcoming water awareness campaign. The team gave an excellent pitch proposal that was great value too. When we met them they were great; really enthusiastic and flexible to work with. We feel that this partnership will result in a superb campaign. Exciting times lie ahead!”
This fully integrated campaign begins Monday 13th July incorporating a mix of transport, outdoor, radio and online advertising to help get the message in front of youngsters during the summer. As part of the campaign the South Wales Fire and Rescue Service will also be offering individuals the chance to win a Kindle Fire HDX!
From the 13th July residents of Cardiff and the surrounding areas will be able to spot South Wales Fire and Rescue branded taxis across the city; make sure you take a picture of the taxi and tweet #getataxi to enter the competition!
The launch of Flybe from Cardiff Airport is well underway…
This May, Flybe will be flying across Europe to many fantastic destinations straight out of Cardiff Airport for as little as £24.99 one way.
Flybe and Cardiff Airport have been working with The Media Angel over the past couple of months to help bring the launch to the attention of people across South Wales. Marketing activity has been in play since March, culminating this month with a number of high impact messages placed in some of the most exclusive advertising spaces in South Wales.
Have you noticed the Flybe branded lifts in St David’s 2 which are estimated to reach an average of around 5 million individuals each month? Have you noticed the purple branded ticket gates across South and West Wales, or the fully wrapped Flybe taxi’s around Cardiff? We are very proud to have been involved in implementing this exciting, high impact campaign to further spread the word about these exciting new routes! This campaign comes as part of our continued efforts with Cardiff Airport to spread the word about Wales’ ever improving connectivity to the world.
Take your pick from one of Flybe’s 11 new destinations direct from Cardiff Airport. Enjoy low fare flights to some of Europe’s most beautiful cities including Faro, Milan, Dusseldorf and Munich!
The Media Angel spreads the word about Tŷ Hafan’s Will Offer
Gifts left in Wills change lives. For Tŷ Hafan they are vital in providing care and support to children with short lives and their families all across South Wales.
Luca Pucella is a happy, energetic seven-year-old with an infectious laugh and wicked sense of humour. He brings lots of colour to the lives of his family and is a popular pupil at his school in Bridgend. But what makes Luca different to other boys his age is that he suffers from a rare, life-limiting condition called ROHHAD syndrome. He is the only person in Wales to suffer from the incurable condition.
We are privileged to help Tŷ Hafan support children such as Luca and his family, with their ‘Write a Will’ campaign to raise donations left in Wills.
Angelo, Luca’s dad, said: “When Luca was first diagnosed we felt very much on our own.
“He has had a host of problems including repeated respiratory arrests. It’s really difficult seeing him in intensive care and Luca has probably been in every bed in the paediatric emergency unit at Heath Hospital.”
The family felt a sense of relief when they were referred to Tŷ Hafan in 2010, and have benefited greatly from the charity’s support.
We helped implement their mixed-media campaign, consisting of ad inserts and editorial in highly circulated press titles, online display ads and printed pharmacy bags across South and West Wales.
The campaign promotes the ‘Write a Will’ offer, running between 11-22 May 2015. A team of solicitors has agreed to write Wills for Tŷ Hafan by making a suggested donation of £50 for a Simple Will, or £75 for Mirror Wills.
This important campaign is very close to our hearts, as it’s our remit at The Media Angel to help charities make a difference through implementing effective and fulfilling campaigns.
We are delighted to be working with a welcoming and life-enriching charity such as Ty Hafan on their legacy campaigns.
Flybe launch 11 new routes from Cardiff Airport
At The Media Angel this month, we are super excited to be involved in the launch of Flybe from Cardiff Airport.
Flybe have chosen Cardiff Airport as their new base, bringing to Wales 11 new routes to several European destinations this summer. Cardiff is set to connect with some of Europe’s most beautiful cities; including Cork, Dublin, Edinburgh, Faro, Glasgow, Munich, Milan and Paris from as little as £24.99 one way.
This is great news for Welsh residents and holidaymakers alike, who will see over half a million extra seats available from Cardiff, along with the creation of over 50 new jobs.
Lord Rowe-Beddoe, Chairman at Cardiff Airport, commented on the move, saying:
“Our customers want greater choice in routes, more frequent services and better value flights. This new Flybe base is most welcome news for our passengers as it will bring new destinations and increased services from a popular great-value airline, as well as creating opportunities to encourage more visitors to come to Wales.”
Cardiff Airport is currently working with The Media Angel to launch the new Flybe routes to the people of South Wales. From 16th March an exciting, multichannel integrated launch campaign will begin to push these great value fares, and spread the word about the ever improving connectivity of Wales to the world.
Get in touch with The Media Angel for more information about multichannel advertising campaigns, and the huge potential of some fantastic marketing opportunities. Call 02921 320 300 or email [email protected]
Jonathan Davies leads ACT Apprenticeship Week campaign
This month we’ve been working with ACT – Wales’ leading training provider on a new campaign for National Career’s Week and National Apprenticeship Week.
ACT was keen to promote its fantastic apprenticeships schemes and services to businesses across South Wales, and wanted to raise awareness of the countless advantages that come with training an apprentice.
We at The Media Angel were delighted to be involved in the planning, buying and implementation of this inspiring campaign, particularly as ACT’s services not only provide life changing opportunities for apprentices; but also gives businesses the unique chance to train a skilled and valuable workforce. We focused on highly targeted and creative digital methods to place this important message in front of the right people, at the right time, cost-effectively.
It seemed we were not the only ones left impressed by ACT’s wealth of fantastic, motivational services as skills ambassador Jonathan Davies was eager to support this digitally led campaign. His message was simple; “help us in our mission to train a nation, improve your business and become socially responsible. With 100% funding available, apprenticeships make sense”.
ACT’s marketing and PR manager Jayne McGill was extremely pleased with this employer engagement campaign and and collaboration of our two marketing teams, commenting:
“The Media Angel responded excellently to the brief and came up with a range of targeted solutions within the budget. From the initial consultation, all the way through to campaign delivery, their level of service and communication was top class. We have formed a great working relationship with the team and can speak honestly and openly about ideas in the development stages. Not only are they experts in their field, but Alison and Megan are extremely hard-working, proactive, creative and a pleasure to work with”.
To find out more about ACT’s huge range of services for every business visit their website www.acttraining.org.uk.