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Local media planning and buying

Active Together

In early 2020 whilst the country was in lockdown we were incredibly pleased to receive a referral from one of our client’s creative agencies Creative 62.

They were working with Active Together in Leicestershire and Rutland and needed help getting the campaign message out to residents of the county.

The brief was to use various media to communicate the importance of activity to the broader community and provide tips on the many ways to get active in the local area. Broccoli recommended using a mix of both outdoor media and radio advertising (including ads on Spotify) to reach as many local people as possible.

The first campaign included large format poster sites, kiosks (in carefully selected areas) and the main local radio station for each council area within the county. Further campaigns to date have also included digital ad vans at local events and in busy areas, beer mats with ‘activity’ quizzes distributed to local pubs supplemented with ads on digital pub screens and radio advertising across Capital Leicestershire. We have also talked about many other ways of raising awareness including utilising murals and pavement art.

The campaigns have been successful in driving significant numbers of visitors to the Active Together website and driving awareness amongst the community.

“Active Together has worked with Broccoli to deliver its ‘Let’s Get Moving’ social movement messaging across Leicestershire, Leicester and Rutland. We have been very pleased with the support and skills that Broccoli have provided us with.”

– Jayne Maltby, Marketing & Communications Officer, Active Together

Photo credit: Radiocentre

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