Radio Airtime Media and Transport Media handled the media planning and buying of the campaign which features a heavy Radio Advertising, Outdoor and Press activity specifically targeted to each location the show visits.
Families enjoying the pitter patter of tiny feet, or parents expecting their little one very soon, are invited to attend the not to be missed shows. Parents will have the opportunity to speak with experts for friendly advice to support them in the role of parenting, and browse the most cutting-edge baby and toddler products.
The campaign will launch in Yorkshire to promote the first shows of the UK Baby & Toddler tour in Leeds and Sheffield on 7th April 2012 and will offer lucky parents the chance to win tickets to both events.
Radio Airtime Media recommended a campaign on Real Radio Yorkshire to ensure that the thousands of listeners across the region know the event, with all their parenting needs under one roof, is happening and they’ve got the date in their diary to attend.
The high impact campaign will be targeted around shows popular with parents and young families, and is comprised of a ticket giveaway competition each day for the UK Baby & Toddler Show’s at Leeds and Sheffield with a text response on air competition, live presenter reads known as ‘Advertorials’ which enables the show’s to be endorsed and part of the the presenters conversation, and Promotional Trails to encourage listeners to go online to the bespoke promotional page for the UK Baby & Toddler Show hosted at realradio.co.uk.
Sister company Transport Media have planned ‘Adbikes’ in Leeds and Sheffield to support the radio campaign. The bikes are fitted with two 6-sheet poster panels which showcase the endearing location specific artwork of a baby peeping from under a blanket to promote the UK Baby & Toddler Show. Ridden by enthusiastic brand ambassadors who will hand out promotional leaflets, the bikes will reach busy pedestrianised precincts in Leeds and Sheffield, straight to the heart of the public.
In addition, prime spot, quarter page press advertisements will feature in the Yorkshire Evening Post giving details of the event and the website to visit in order to purchase tickets.
There are 40 events planned throughout 2012 ineasy-to-get-to locations, hosting great shopping to invaluable advice and big names to innovative designs, a range of exhibitors ready to show parents the latest in baby accessories and handy gadgets, with a range of exclusive great value offers and competitions over the weekend.