The National Conference Centre in Solihull is a premier Midlands venue, well-known for hosting large-scale events, conferences, and celebrations. Alongside their main offering, the centre also runs an extensive programme of Christmas Party Nights, attracting businesses, groups, and individuals looking to celebrate the festive season in style.
With the festive calendar fast approaching, the venue wanted to drive awareness and convert that awareness into festive bookings. They turned to Bauer Media for help.
The Brief
The National Conference Centre wanted to boost bookings for their Christmas Party Nights programme and raise their profile with local audiences at a key trading period. The campaign needed to complement their existing marketing activity rather than replace it, keeping the venue front of mind with people actively planning festive nights out.
The Execution
Bauer Media proposed audioXi, its digital audio advertising platform, as the ideal solution. The campaign was targeted to a 10-mile radius around the venue, ensuring every impression reached a relevant local audience with a realistic chance of booking.
The campaign ran for four weeks and was designed to integrate seamlessly alongside the venue’s wider marketing activity. Script changes were turned around quickly, the booking process was straightforward, and the creative landed exactly as the client had hoped.
As Kate Kinson, Group Head of Marketing at the National Conference Centre, put it:
“The whole process was seamless. Script changes were turned around quickly, the booking was simple, and we loved how the adverts sounded on air.”
Listen to the audio:
The Results
The campaign delivered outstanding results across the four-week period:
- Christmas Party Night bookings increased by over 200% during the campaign window
- Targeted impressions were delivered precisely within the 10-mile local radius
- Seamless campaign management, which raised the venue’s profile at their most important time of year
- audioXi complemented and strengthened the venue’s existing marketing activity rather than competing with it
Summary
The National Conference Centre’s first foray into digital audio advertising proved that the right message, delivered to the right local audience at the right moment, can have a transformative effect on bookings. audioXi gave the venue precision targeting, professional creative and a simple, well-supported campaign process, all at a critical point in the festive trading calendar.
It is a partnership the venue is already keen to repeat.
“Thank you for your support. We look forward to working with you again on future campaigns.”
Kate Kinson, Group Head of Marketing, National Conference Centre
Start Your Campaign
If you are looking to boost bookings, raise awareness or drive footfall for your venue or events business, audioXi can deliver results where it matters most: on your doorstep.
Get in touch with the Hits Radio Advertising team today to find out more.