Mayor of London – Shubbak Festival
In July 2011, Impact was commissioned a print distribution and field marketing campaign aimed at promoting the capital’s first ever celebration of contemporary culture from across the Arab world.
The Shubbak festival, held between 4th-24th July 2011, saw events in over 30 venues within a wide ranging program of visual arts, film, performing arts, literature, architecture and discussions.
After being handed a very specific set of marketing requirements, we structured our activities across a number of departments in order to successfully connect with the festival’s wide range of audience demographics in one of the world’s most diverse cities.
Through a targeted distribution of over 17,000 Time Out festival booklets, we aimed for a range of high-brow alpha territories, younger contemporary culture vultures, international tourists visiting London on summer vacations, and of course London’s Arabic communities from across the Middle East.
By using a number of Print Display runs we distributed print on a range of network, specialised and community runs, including the London Arts, Alpha Territories, Museums and Galleries, International Tourists and Classical Network.
The booklets were visible in points of display across London for over two months and ran alongside a highly targeted street team campaign which included 350 posters in affluent residential areas such as Hampstead, Marylebone and Knightsbridge in London.
A targeted Word of Mouth campaign complemented the print distribution, targeting the Arabic communities of Edgware Road and Lancaster Gate, along with a month long hand to hand campaign reaching audiences at some of the summer’s key outdoor arts events.
To speak to our marketing experts today please email chris@impactideas.co.uk or call 020 7729 5978
