Kynren (Eleven Arches)

Narrative was appointed as media buying agency to promote the inaugural season of Eleven Arches’ “Kynren” show.

Kynren was a sell-out £31million open-air live action night show which ran July-September, set in Auckland Castle. The show took audiences on a 90 minute epic storytelling journey through 2,000 years of British history through the eyes of the North East. The target audience for the media campaign in year 1 was those aged 35+ living in the North East of England, with a focus on those with a higher than average disposable income.

Narrative delivered a superb media campaign using our comprehensive knowledge of local, regional and national media platforms. We delivered phenomenal return on investment in terms of value for money, with a saving of over £100,000 against rate card rates for the traditional side of the media campaign.

The final media mix was a result of meticulous planning by our media team, who certainly went the extra mile to deliver on detail (even hand picking many of the outdoor sites as opposed to buying off plan like many other agencies do). A recce of potential outdoor sites was undertaken in order to ensure that those booked for the campaign delivered not only on location but also visual impact and quality. We also met personally with most of the media owners involved in the campaign to enhance our relationships with each of them, in order to secure the best deal for the campaign and fully understand their offering.  We then drilled each and every one of them down to secure the best rates and extensive added value – making the client’s budget go further and work harder.

Here at Narrative we researched, planned and bought the following activity for this campaign:

Press

• Local press – in paper advertising (premium positions) including added value editorial where available
• Local press – online including homepage takeover and billboard formats
• We achieved a media value worth £83k for a spend of £18.3k for press

Outdoor

• Rail advertising including 48 sheets, 6 sheets, digital inventory and transvision sites at York, Newcastle, Durham and Darlington stations
• Bus streetliners and rears
• Adshels in key locations
• Cinema – on screen advertising
• Digital screens at Central Motorway Newcastle, MIMA Middlesbrough and Prince Bishops Shopping Centre in Durham
• Tyne and Wear Metro – carriage cards and 12 sheet posters at premium stations
• We secured a media value of £90k for a spend of £65.4k for the outdoor campaign

Radio

• Classic FM North – airtime campaign
• Smooth NE – airtime, home page takeovers and video
• Heart NE – airtime campaign
• Classic FM – e-shot to North East & Yorkshire subscribers
• We achieved a media value of £56.4k for a media spend of £34.8k for the radio campaign

Magazines

• A printed, online and editorial presence in both B2B and B2C magazines including the likes of Living North, ETC., Living NE, Luxe, North East Times, Guardian Guide (North) and NE Lifestyle.
• We achieved a media value of £13.9k for a spend of £10.5k for the magazine campaign

We also delivered a PPC campaign which drove huge volumes of traffic to the client’s website and increased social followers across the campaign (17% of social media growth was attributed to our paid campaign).

Digital

• Our PPC campaign delivered programmatic display, Twitter, Facebook, Instagram, Google Search and You Tube
• Overall delivery of 11m+ impressions and over 87,000 clicks to the website, with a conversion rate of 5% across the whole campaign which is above average for retail
• Surpassed all targets set at the beginning of the campaign for conversions and website traffic
• Grew social media followers by 17% through digital ads
• For every £1 spent on digital advertising, there were £15 of sales.