— What did we deliver?
STRATEGY:
Engaged with a two month lead into the activation launching, the Greenpoint Media team developed a full campaign strategy that comprised over pre-launch, launch and ongoing campaign stages, developing a multi-channel approach that worked to increase exposure across earned, owned and shared channels, as well as paid in some instances, within key targets across through the following initiatives.
PUBLIC RELATIONS:
A strategic PR campaign with a focus on building hype and anticipation in the pre-launch phase, hitting the scene with a bang at launch, and maintaining media traction and consumer visibility ongoing for the duration of the activation. This involved liaising with key media outlets and the ongoing distribution of media angles to ensure mass reach and exposure.
BRAND ACTIVATION:
Leverage the AVC’s existing group partners and their subsequent brands, saw Greenpoint Media, ideate, facilitate and coordinate multiple brand partnerships and activations over the duration of the campaign, which was subsequently supported through dedicated media releases and content generation.
CONTENT MARKETING:
In order to capture the attention generated from the PR campaign and continue engagement, Greenpoint Media were responsible for the ongoing creation of content for The Winter Village’s social media pages (Facebook & Instagram) and owned platforms in order to continue to feed information to the target market, media and beyond. This included blog, editorial and eDM.
INFLUENCER MARKETING:
Extending the reach of the campaign through the management of an influencer marketing strategy to increase awareness and drive igloo bookings and ice rink sales on social media. This included sourcing relevant influencers that aligned with The Winter Village target market, to securing said influencers and ensuring requirements of posting were met, while liaising with The Winter Village operations to ensure offer fulfilment.
