About the project
How our local knowledge lit up Edinburgh for Raymond Gubbay
Raymond Gubbay is a longstanding client of The Grove Media and promote a wide range of events, concerts, operas and ballets in the UK. Following their successful launch of a magical Light Trail at Kew Gardens (Christmas at Kew), they subsequently expanded to Edinburgh’s Royal Botanic Gardens in 2017.
The Grove were challenged with launching the concept in Edinburgh and exceeding target visitor numbers.
We combined OOH, print and online channels to make our campaign unmissable.
A partnership with JPI Media delivered significant coverage using print ads in a combination of national and local titles (e.g. Scotsman, Midlothian advertiser).
Competitions were promoted via newsletter, editorial and social media to the audiences of all relevant titles and drove data capture.
Digital Homepage Takeover ads appeared on national and local websites & online display ads targeted ‘Cultural Enthusiast’ & ‘Flourishing Families’ audiences programmatically.
The JPI editorial team interviewed leaders at the Royal Botanic Gardens and editorial appeared across all relevant properties.
Out of home we selected 4 sheet sites at key rail stations, supported with ‘day part’ targeted Edinburgh City Screens on Princes Street to reach commuters and weekend shoppers.
Bus Supersides ran for 4 weeks from Edinburgh bus depots and train interior panels ran on ScotRail and Glasgow Suburban Rail trains.
Finally, a bespoke package with The List bought half page colour ads in consecutive issues, a Homepage Takeover for one week, a reader offer, and inclusions in ‘Something for the Weekend’ and ‘Something for the Kids’ newsletters.
The first Light Trail in Edinburgh exceeded target visitor numbers by 14% in 2017 and grew a further 27% in 2018 to over 77K tickets. Raymond Gubbay have continued to expand their Light Trail proposition and have promoted similar events in Kew Gardens, London Zoo, Blenheim Palace, Dunham Massey, Stourhead, Belton House and Bedgebury Pinetum.