Miss Saigon arrived at Festival Theatre Edinburgh in January 2018 for a four week run.
As our agency is the media planner & buyer for Festival Theatre Edinburgh, part of Capital Theatres, we prepared a strategy to cover a variety of media.
Cole AD bought media space on the Waverley Station jumbo transvision screen and Princes Street, Edinburgh digital bus shelters that allow video. Bus advertising across the city was included too, plus digital billboards in key locations across both Edinburgh and Glasgow.
Key sites across Glasgow were also used for the campaign using the ever-popular subway stations, plus the large portrait Central Station digital billboard. The digital billboards that sit next to The Hydro were included too on key weekends for live shows like Strictly Come Dancing to reach audiences in the west of Scotland.
Media planning and buying for radio stations and traditional newspaper advertising were also a big part of the campaign.
55% of attendees were new guests to Festival Theatre
Sam Goldblatt, Marketing Campaigns, Capital Theatres