Leisure and Entertainment Direct Mail Case Studies
The Parnell Heritage Pub & Grill: Welcoming back Cool Chic off O'Connell Street
Agency: Ignition integrated ideas people
Situated opposite the Parnell Monument at the top of O'Connell Street, the Parnell Bar closed as Ireland's recession started to take an alarming toll on some of Dublin's most gracious watering holes. It was bought by Baggot Inn owner, Eddie Fitzgerald, of the famous Fitzgerald pub family in 2009 for €1m. Following extensive refurbishment and investment of a further €1m it reopened 3 years later. How would it be received? It was decided that Charles Stewart Parnell would be the central character in a very modest PR launch, with a very little budget, but very big expectations and a time deadline to be open, and to quote Eddie, 'with pictures in all the papers' ahead of the 6 Nations and the all important tourist opportunity that St Patrick's Day presented. The agency needed to combine Direct Marketing with PR to create, assemble and deliver a credible story an hand-crafted Press Pack that would be both written about and place memorable photographs in consumer, business, tourist and trade publications to encourage people to visit. The 'Welcoming cool chic back off O'Connell Street' campaign was devised with a budget just shy of €4,000. It was extremely successful in generating positive press and media and gave coverage valued at conservatively €50,000.
Lime Tree Theatre: Lime Tree Theatre Autumn/Winter Schedule 2012
Agency: Spark Marketing Communications
The Agency was engaged by Lime Tree Theatre in August 2012 to devise a launch strategy for a the newly formed Theatre and drive ticket sales for the group's autumn/winter schedule. The Agency recommended an integrated campaign which featured digital advertising, social media marketing, local media advertising and at the heart of the campaign was a geo-targeted unaddressed mailing to 75,000 homes. The objectives of the unaddressed mailing were two-fold - 1. launch the new theatre and create brand awareness, 2. drive ticket sales for the autumn/winter schedule. As part of the creative strategy, the Agency aimed to produce work that was fun, exciting and vibrant - to visually communicate the energy and enthusiasm of the start-up theatre company. The Agency recommended a small pocket-sized A6 16-page catalogue to be used as the unaddressed mailing. It was geo-targeted to 75,000 homes throughout Limerick City and County, and also counties Clare and Tipperary. For the first quarter the Lime Tree Theatre sold 17,739 tickets with a monetary value of over €250,000. Overall, the campaign generated a return-on-investment of 1,574%.
Residence: Your Place
Agency: Javelin Direct
'The Residence', a private members club in the heart of St Stephen's Green, was suffering from churn and bad publicity stemming from both the recessionary times and a requirement for a change of ownership. This unique and exclusive Club needed a new positioning in the minds of lapsed and non members in order to survive. Research showed a clear need to make the Residence more than a late night haunt for Social Night Owls, and show the sheer quality and breadth of the offering and, in the process, the value that membership conferred for the annual fees. Highly targeted and personalised Direct Mail, the follow-up telephone call and the lovely aroma of freshly grown mint handpacked in the agency, contributed to a return to growth and a 450% return on investment.
Croke Park: International Marketing Campaign
DMA believed Croke Park on a Championship Sunday was an experience no tourist should miss so they approached Croke Park with a programme to help sell unsold Championship tickets to tourists. The top 850 International Tour operators that sell Ireland as part of their portfolio were targeted. The concept was based on ‘Sell our Sights, then Sell Our Soul’. A Direct Mail campaign was sent to Tour Operators to elevate the thrill of our national games. Tour operators were pointed to the E-Commerce site to purchase tickets. A Social Media Programme split across Facebook and Twitter was developed targeting different tourist profiles to encourage uptake. A 30 second TV ad was developed for Setanta UK along with Banner Ads on popular inbound tourist sites and posters in tourism offices. Sales came directly from all over the world, introducing tourists from India, Asia, Eastern Europe and particularly the States. The 850 Inbound tour operators contacted by direct mail resulted in a series of international group bookings and is a very exciting channel for Croke Park in 2012.