Make it JQ this Christmas
Earlier this month, we launched our 2019 Christmas marketing campaign - using a total marketing mix of traditional and digital marketing channels. The aim of the campaign is to increase awareness of the Jewellery Quarter as well increase footfall to the area over the Christmas period. Below is an overview of the campaign.
Campaign idea
To link in nicely with our ongoing Made in the JQ campaign (http://bit.ly/MiJQcampaign), our campaign for Christmas 2019 is 'Make it JQ this Christmas'. The imagery we've used across all content and channels is very festive and uses illustrations, making it different from previous years. All adverts and social media posts (where applicable) link to our Christmas page on our website: https://jewelleryquarter.net/jq-christmas/. From here, users can see what's on in the Jewellery Quarter over the Christmas period and also click on various articles and pages that link to more JQ info.
Social Media
Our Twitter and Facebook headers have been replaced with the Festive imagery and we continue to promote Christmas related news, events and posts through these channels. We are also running paid advertising on Facebook targeted at certain audiences and have increased our use of Instagram stories. To get involved in our the campaign on Social Media, please use the hashtags #JQChristmas and #MadeintheJQ
Radio advertising
To reach the more mature audience, we've been advertising on Smooth Radio between the 25th November & 1st December. Working with Smooth Radio, the 30 second advert (which you can read the script of below) hooks listeners in with a competition to win a £500 cash prize to spend in the Jewellery Quarter. You can view the competition (which runs until Sunday 8th December) on Smooth's website here: https://campaign.smoothradio.com/jewellery-quarter-nov-dec-2019
Christmas is all about eating, drinking, shopping and relaxing. And Birmingham’s Jewellery Quarter offers everything you need to do it all. So make it your Christmas destination - and discover over 150 independent retailers... an eclectic mix of restaurants and bars... and lots of museums and attractions - all just minutes from the city centre. And if you need another reason to love it... We've teamed up with the Jewellery Quarter BID to give away £500. To win, visit SmoothRadio.com
ICC Digital boards
Between the 1st and 31st December, we will also have adverts on two digital screens inside the ICC. This is to attract the young professionals at their Christmas parties and also other potential visitors who are attending other Christmas related events in Birmingham City Centre.
Door Drop
To target the more affluent audience, we've printed 15,000 leaflets and distributed these through the doors of a number of Solihull, Edgbaston and Harborne homes.
Metro Newspaper adverts
To capture both the young professionals on their routes in and out of work, and also the many visitors to the city centre that use the trains, trams and busses, we've taken out two adverts inside the Metro Newspaper. The first advert was featured in the Metro 'Christmas What's On Guide' on the 22nd November and the second advert was featured in the 'Christmas Gift Guide' on the 27th November.
Online Media
Our communications also continue to be picked up by Birmingham City Council, West Midlands Growth, Visit Birmingham, Birmingham What's On, I Choose Birmingham and Independent Birmingham - furthering our reach online. We've also taken out adverts within I Choose Birmingham that again link to our Christmas webpage.
Christmas Events
Earlier in November, we delivered our most popular Christmas Lights Switch on to date which included full marketing support. Our Christmas Lights Switch on was also featured in the Telegraph as one of the 13th best Switch-on events in the country. We also have our current Christmas Window Trail which is being heavily pushed on Social Media.