The Anvil Trust partnered with Bauer Media for a multi-channel marketing campaign promoting their Sleeping Beauty pantomime at The Anvil in Basingstoke. This local marketing campaign used radio, digital audio, video amplification, and social media to target parents with children, raising awareness and driving audience engagement for the festive family show.
ABOUT THE CLIENT
The Anvil is a premier concert hall and performing arts centre in Basingstoke, Hampshire, UK. Operated by Anvil Arts, Hampshire’s largest performing arts organisation, it is at the heart of music and culture in the region. Anvil Arts manages three venues and presents a year-round programme of world-class music, performances, and community engagement, attracting over 200,000 people annually.
Since its opening in 1994, The Anvil has sold over 5 million tickets and in recent years has generated more than £70 million in the local economy. With its cultural offerings, The Anvil has transformed Basingstoke into a desirable place to live, work, and visit.
ABOUT THE CAMPAIGN
Purpose
The campaign aimed to raise awareness of Sleeping Beauty at The Anvil, positioning it as a must-see family event for the festive season.
Message
The messaging highlighted the enchanting pantomime experience, combining magical storytelling and live entertainment for families in Berkshire, North Hampshire, and beyond.
Listen to The Anvil’s digital audio advert:
Watch to The Anvil’s video:
Action
Bauer Media delivered an integrated Event Local Marketing Campaign that included:
- A Watch & Win campaign on Greatest Hits Radio Berkshire & North Hampshire
- Targeted Digital Audio campaigns with precise audience reach
- Video Amplification campaigns for visual storytelling on YouTube
- Paid Social Media campaigns across Facebook and Instagram
These efforts worked in harmony to engage parents with children, drive competition entries, and encourage attendance.
CLIENT TESTIMONIAL
This was our first partnership with Bauer Media and we were very happy with the whole process. From initial planning through to successful delivery, their team was great to work with, and the campaign results were above target. We’re looking forward to working on our 2025 pantomime Aladdin.
SUCCESS MEASURES
Social Media Campaign |
Reach: 13,926 people Impressions: 37,758 Clicks: 1,227 |
Competition Results |
Page Views: 1,394 Unique Page Views: 794 Entries: 341 |
YouTube Amplification |
Views Sold: 90,000 Views Delivered: 129,629 (44% over delivery) Impressions: 562,554 |
Digital Audio Pixel Results |
Impressions: 50,016 Listen-Through Rate: 98.78% Unique Listeners: 7,213 Conversions: 1,478 (20.49% conversion rate of unique users) |
This Local Marketing Campaign for The Anvil Trust demonstrates how Bauer Media’s tailored strategies can deliver exceptional results. By integrating multiple platforms, we successfully raised awareness of Sleeping Beauty, drove audience engagement, and supported the cultural vitality of the Basingstoke area.
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