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:
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).