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