Challenge
- Limited budget, declining ticket sales
- Need to heighten awareness, break through ad clutter supporting many local holiday events, and drive ticket sales for 2005 Lincoln Center NY performances
Solution
- Heighten awareness through a relevant and efficiently priced NY DMA local TV opportunity
- Co-Branded Sponsorship with NY Interconnect
- ABC Family’s 25 Days of Christmas Promo (Holiday 2005)
- 11/18-12/25
- Opportunistic period
- Substantial family holiday visitation to New York City
- 120 co-branded promo announcements
- :15 co-branded tune in unit + :15 branding Big Apple Circus unit
- Base schedule buy of $40,000
- No charge for co-branded units
Result
- Increased sales versus prior years when promotional support limited to newspapers and out of home support
- TV elevated to a prominent role in Q4 ‘06