The National showcased a ‘Tease and Reveal’ OOH approach in the run up to its exciting reopening, after a £350,000 investment. The month-long campaign consisted of a range of different creatives displayed on 48 Sheets, Retail 6 Sheets and Adshel Live. The creative ‘teaser’ copy featured a different strapline every week prior to the reveal. Straplines included, ‘Be right back’, ‘Mixing It Up’, ‘Spill the Beans’, followed by the ‘reveal’ message ‘Look at me now’.
Conn McKermott, Marketing Executive at The Beannchor Group said:
“Using OOH was a key element of our reveal campaign for The National relaunch. By using key locations throughout Belfast city we targeted commuter routes and delivered teaser messages to the public which changed weekly to help create interest in the campaign. After a four week period we finally revealed to commuters the venue name. OOH was an ideal advertising platform for us to execute our reveal strategy because it offered a wide variety of options to help us promote our message to the daily commuter”.