- Background
- Objectives
- Campaign
- Results
Regional TV advertising
The 20,000-seater Liberty Stadium is the centrepiece of a large redevelopment in Swansea. It was built in 2005 to house Swansea City FC and the Ospreys rugby union team, and has become a multi-use venue that hosts sporting events, concerts, conferences, exhibitions and weddings.
In June 2007, the venue was due to host its first ever music concert, starring The Who. An initial advertising campaign using local radio, press and outdoor only prompted sluggish ticket sales, and at this point it was decided to introduce ITV into the media plan.
- To raise awareness of the concert, and of the stadium in general
- To promote the event and attract a wider audience
- To increase ticket sales
The campaign ran on ITV1 Wales over the 10 days leading up to the concert. Fifteen spots were broadcast, split evenly between day time, peak and post-peak; the 20-second ads appeared in a range of shows, from This Morning and Jeremy Kyle to Emmerdale.
The campaign achieved 68.39 adult TVRs and excellent coverage: 809,980 adults saw the commercial at least once and 80,845 saw it four times or more (source: BARB/Infosys).
"We approached ITV at very short notice to produce and air an advertising campaign in an attempt to drive up ticket sales for The Who concert. Despite extremely tight timescales, ITV and the production company created a hugely impressive campaign.
"ITV’s scheduling team managed to secure us some fantastic positions among the most popular television programmes. The production process was smooth and we were extremely pleased with the end product. I have no hesitation in recommending ITV to any other company who are looking at television advertising."
Matthew Daniel, Commercial Manager, Liberty Stadium, Swansea
It prompted a huge response, increasing ticket sales massively, to the point where the concert sold out. It also succeeded in raising the profile of the new stadium among the general public, and firmly established it as a music venue.