The Media Angel Take Home Best Advertising Campaign Award
We are delighted to announce that we have won Best Advertising Campaign at this years CIM Chartered Institute of Marketing Wales/Cymru Awards 2016 held at Portland House in Cardiff Bay on 23 November.
Our innovative advertising campaign that we implemented for National Botanic Garden of Wales was to help them increase visitor numbers and promote new attractions including The Butterfly House / Plas Pilipala. To help achieve this we developed a family focussed, integrated campaign that ran throughout summer 2016. As a result the campaign that included video, radio, online and outdoor marketing, increased family visits by 68%.
David Hardy, Head of Marketing and Communications for National Botanic Garden of Wales said: “We are delighted to have won “Best Advertising Campaign” for our Butterfly House with The Media Angel who did a fantastic job, we are still reaping the benefits of their excellent work today.”
The CIM’s prestigious Wales Marketing Awards highlight industry excellence and celebrate the achievements of marketing professionals in Wales. The award for “Best Advertising campaign” recognised a campaign that used striking creativity and strategic planning to reach and engage a family audience. The channels used and results delivered against the campaign objectives really impressed the judges.
On winning this accolade Managing Director Alison Debono said: “We are thrilled to have won this CIM Award. This campaign highlights that great results and a good return on investment can be achieved with limited budget, creativity and by selecting the most appropriate media mix to deliver the campaign objectives. We are beyond happy that our work has been recognised once again on a National basis”
If you would like to read more on the sucess of this campaign please click here…
If you need inspiration on implementing your next advertising campaign contact our award-winning team on 02921 320 300 or via email: [email protected]
Finalists in CIM’s prestigious Wales Marketing Awards
We are delighted to have been shortlisted in four categories for the CIM Chartered Institute of Marketing Wales/Cymru Marketing Awards 2016 for…
Best Integrated Campaign
The Media Angel (UK) Ltd. In partnership with The National Botanic Garden of Wales – Summer Campaign
Best Advertising Campaign
The Media Angel (UK) Ltd In partnership with The National Botanic Garden of Wales – Summer Campaign
Best use of PR
ACT Training In partnership with The Media Angel – #BEYanapprentice
Best Use of Creative
ACT Training In partnership with The Media Angel – #BEYanapprentice
CIM’s prestigious Wales Marketing Awards (previously known as Canmol) rewards excellence and celebrates achievements of marketing professionals in Wales giving individuals, teams and organisations the recognition they deserve. These awards are a fantastic acknowledgement of the creativity and originality delivered by marketers who are at the forefront of their profession and recognises the success of all those involved.
This year 36 entries have been shortlisted for 12 Awards across all sectors including Welsh brands such as Dwr Cymru- Welsh Water, Public Health Wales, Cadw and Braces Bread as well as two of our clients, National Botanic Garden of Wales and ACT Training LTD.
The National Botanic Garden of Wales, based in Carmarthenshire needed to increase their visitor numbers after a number of years of flat-lining figures. In order to achieve this goal their objectives were to concentrate on increasing family visitors: following the creation of new family offerings, which culminated in the opening of The Butterfly House, Plas Pilipala, we composed a campaign to publicise this new offering to family with children across South and West Wales. A creative multi-faceted campaign which encompassed video, online quizzes and message reiteration across outdoor advertising and radio, created a social buzz and an overall increase of family footfall up a massive 68% over the summer holidays.
David Hardy – Head of Marketing and Communications for National Botanic Garden Wales said “We are delighted to be shortlisted for two awards for our Butterfly House campaign with The Media Angel who did a fantastic job…we are still reaping the benefits of their excellent work today”
ACT Training, Wales’ leading training provider’s objective was to hit their traineeship recruitment target. ACT and The Media Angel devised the #BEYanapprentice campaign to help achieve this goal. Jayne McGill-Harris, senior marketing and PR Manager of ACT Training Ltd says
“One of the main marketing challenges we face each year is how we can compete with huge FE and HE organisations that have much larger marketing budgets and a larger voice in the market compared to ourselves. In order to inject some originality and imagination into our marketing communications activity, we hired The Media Angel as an extension of the team.
Between us, an integrated campaign that included an experiential marketing stunt, as well as online advertising and a promotion, was planned to achieve a competitive advantage and provide a memorable brand experience for prospective learners.”
A Beyonce lookalike was hired and a buzz created around Cardiff on the day of Beyonce’s concert in June. “Beyonce” engaged with concert goers encouraging them to enter a competition and post pictures on social media ensuring high levels of exposure and data capture from their target audience. This highly successful campaign attracted 63% increase in new traffic to their website and ultimately achieved 830 enquiries- an increase of 40%.
Our Managing Director Alison Debono says
“We are beyond thrilled to be shortlisted again this year for 4 awards at CIM’s Wales Marketing Awards. We are the only media planning and buying agency in Wales to achieve this accolade. The two very different campaigns that we have been shortlisted for highlight that great results and a good return on investment are achievable with limited budgets, creative imaginations and by selecting the most appropriate media mix to deliver the campaign objectives.”
Alison further says “Both campaigns for ACT Training Ltd and National Botanic Garden of Wales are fitting case studies that underpin the essence of our work and how we can help clients develop an innovative approach to marketing to help them STAND OUT and get results”
If you need award-winning advice to ensure your marketing plans are crafted to perfection and deliver results contact us on 02921 320 300 or via email: [email protected]
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