The MEERKATworks team loves festivals, sunshine and smart media placement, so it was a real treat to see one of the out-of-home (OOH) adverts we planned and bought for Solas Festival looking bright and breezy on an Edinburgh station platform.
Solas Festival is a music and arts festival taking place in Perthshire this summer, bringing together music, ideas, creativity and wellbeing in a beautiful rural setting. For a festival with such a warm, colourful identity, OOH advertising was a natural fit, giving the campaign a physical presence in a busy city environment and helping the event reach people as they moved through Edinburgh.
The 48-sheet panel was positioned opposite the station’s main entrance, where it could be seen by commuters, visitors and passers-by throughout the day. Even better, it was basking in sunshine when we spotted it, with the station attendant commenting on how nice it was to see something so ‘bright and breezy’ on the platform.
For event marketing and festival marketing campaigns, that kind of visibility matters. Outdoor advertising can help build awareness, especially when the media is planned around the places where the right audience is likely to be.
Although Solas Festival takes place in Perthshire, Edinburgh made sense as a location for a geo-targeted advertising campaign. The city has a strong arts, culture and festival-going audience, as well as people who are happy to travel for music, talks, creative experiences and a weekend away. This was a focused campaign; a small number of well-chosen panels that have an impact when they are placed in relevant locations, supported by strong creative and timed around a clear campaign objective.
At MEERKATworks, we plan and buy geo-targeted advertising campaigns for events, festivals, visitor attractions, destinations and brands that need to reach specific audiences in specific places. Sometimes that means a large-scale outdoor campaign and sometimes it means a carefully selected panel in exactly the right spot.
For Solas Festival, this Edinburgh out of home campaign did exactly what good festival marketing should do: bring colour, visibility and a little bit of excitement to the people most likely to be interested.
Find out more about how we plan geo-targeted advertising campaigns. If you’d like to hear more, get in touch with the MEERKATworks team today.