Increasing local visibility through multimedia marketing

Pass the Keys Oxford aimed to boost its brand awareness and encourage homeowners in the local area to let their properties through a targeted out of home marketing campaign throughout Oxfordshire. The goal was to maximise impact through repeat exposure and visibility.

Understanding the importance of location and context in advertising effectiveness, we developed a three-fold campaign for Pass the Keys, utilising strategic placements to maximise reach and impact.

The campaign began with a unique petrol pump ad at Marston's only petrol station. This approach leveraged an environment where customers are more likely to be receptive to marketing messages, during the relaxed, mundane act of refuelling their cars. The two-week out of home campaign had an estimated reach of around £16,000 worth of prospects.

Following this, a bus stop ad was strategically placed on Headington Road, a popular commuter route that includes the Oxford tube bus stop. This location targeted a prime demographic for Pass the Keys: commuters who typically spend time away for work, making their properties ideal for short-term rentals.

A final aspect of the three-part campaign was a radio ad which aired on Smooth Thames Valley. This month-long advertisement enabled Pass the Keys to connect with the audience while building trust and familiarity over time, as well as extending the campaigns reach and engaging over 75,000 listeners.

Crafting a multimedia advertising campaign ensured that we reached potential clients through multiple touchpoints in their day-to-day lives.