To reach classical music enthusiasts and traditional arts-goers who may not have previously attended BBC Proms.
An extensive London-wide campaign was devised comprising print display services complemented by direct hand-outs and other promotions team activities.
Mature classical music fans were targeted through networks which included Classical Audiences and Suburban Life as well as a series of exit handouts at carefully selected Spring concerts. Inclusion in our perennially Hampton Court Flower Show InfoBag also targeted this group.
Arts-loving families were the target demographic for a series of Proms for younger audiences. To fulfil this aim the Mini-Guides were included in our Summer Families InfoBags and also handed out at a range of family-friendly summer events.
Finally, the crucial tourist market was targeted using both key print display networks and also our exclusive award-winning InfoBikes service, where the Mini-Guides proved to be one of this summer’s most popular leaflets!
50,000 Mini-Guides distributed across a three-month campaign.
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