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narrative work

Sage Gateshead

Narrative started media planning and buying for Sage Gateshead in 2017 and have already delivered several successful campaigns to date. The Christmas 2017 campaign, in particular, is a fantastic case study which demonstrates not only our buying power but also how our campaigns deliver on client KPIs.


The brief

Narrative was tasked with the promotion of the entire Christmas 2017 offering at Sage Gateshead, including not only classical events but also more contemporary nights out and family attractions. The brief focused on a North East footprint, with a key objective to increase awareness and ticket sales in the Darlington area specifically.

The media strategy

Narrative secured the following activity:

  • Regional press – in print, editorial, sponsored content, social promoted posts and targeted online
  • Geo-targeted inserts into Mail on Sunday and Sunday Times
  • Regional glossy lifestyle magazines
  • Online activity targeting a “Culture Seeking” audience across the Immediate Media network of sites which includes
  • Outdoor activity including Tyne and Wear metro plus various digital sites across Newcastle, Durham and Darlington (rail and roadside)




  • Saving of over £34,000 against rate card
  • Over 8.5 million impacts
  • 1,106 clicks to
  • 194,128 page impressions
  • A high number of 2,000 new customers from target Darlington area across the campaign period



The client also confirmed high levels of sales as a direct result of the campaign. In particular, there was a marked upweight in the Darlington area, which was one of the campaign KPIs. On this result, Sage Gateshead’s Director of Marketing and Communications, Esme Flounders, stated,

“In addition to the immediate sales impact, we’ve attracted a high number of new audience members from Darlington postcodes over the life of the campaign. Not all of these will be attributable, but based on typical database growth, about two-thirds look to be as a direct result. So, the lifetime value of this campaign will be far higher than the initial sales value.”

Additional services

Narrative’s creative team designed all advertising collateral for the campaign, some examples of which are shown here.


To find out more about our work or to see if we can help you with your next project, please call us on 0191 543 6550 or email

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