Client
St Pancras International
Agency
Arena BLM
Planners
Gabrielle Rossetti and Claudia Howard
Strategy
To bring new visitors to St Pancras and get them excited about the market, we created a series of events during a "Foodie Fortnight". We gave people a reason to come to the station every day and used media that is consumed daily in order to demonstrate this.
Activity
Outdoor ads and leafleting targeted commuters and door-drops let the local area know about the upcoming events. For the wider London audience, we partnered with the London Evening Standard's ES magazine to create a multi-platform partnership that centred on food content. We created weekly tear-off recipe features and also sponsored Charles Campion's Smart Shopper column. We set up a bespoke online area where all the details of the Foodie Fortnight were available, as well as special offers and competitions, and a bespoke section on [mobile application] istandard, where users could download daily recipes from each of the speakers. Throughout the campaign, we used ES digital screens and billboards to drive people to the market and events. Online, we worked to identify key food bloggers and seeded content prior to the fortnight, which resulted in a flood of posts and online discussion on key sites such as Timeout.com.
Results
At the end of the Foodie Fortnight, sales were up 8% on the previous week and 12% on our forecast. All locations showed week-on-week increases, with the market up almost 20% as a whole. All "offers" showed similar week-on-week increases and all brand affinity metrics showed week-on-week rises - St Pancras as a top destination was up more than 8%. Standard.co.uk has seen more than 7,000 unique visitors and the istandard site had more than 850 unique visitors.
Claudia Howard, Planner/buyer, Arena BLM