The Challenge.
CAMRA (The Campaign For Real Ale) approached The Nest in the spring of 2022 looking for an agency to help them promote the upcoming, London based Great British Beer Festival and maximise the bang for their buck in a competitive advertising market.
This was the first in-person CAMRA event post-pandemic and maximising exposure of the promotional messaging was key in re-establishing the event in the target audience minds and driving ticket sales as a result.
Solution.
Using market leading planning tools, The Nest profiled the core target markets of ‘Traditional Real Ale Drinkers’ and ‘Craft Beer Fans’ establishing their media consumption and key geographies.
Posters were identified as the leading media channel due to their significant over-index vs the core audiences, the ease to which they can be regionalised and their cost effective exposure.
Knowing that the event had a wider appeal than London, understanding geographies at a national level allowed us to be smarter with our targeting, picking off those terminus that serve the beer loving regions of the South West and the East Midlands.
A London poster campaign was delivered across National Rail and the London Underground network driving high cover and frequent exposure to the ads.
Results.
The campaign reached over 63% of a core 35+ ABC1 Male audience on a relatively focused budget.
Over 3.6m Impacts delivered at an average frequency of over 10 times.
The festival is widely seen as the ‘greatest beer festival of them all’ and the 2022 events a great success, welcoming back tens of thousands of beer fans back to its home in London after an unforeseen two-year hiatus.
