Media Planning

Severn Valley Railway, one of the oldest and best known heritage railways in the UK, running a 16 mile tourist line between Kidderminster, Worcestershire and Bridgnorth, Shropshire, briefed Severn to increase visitor numbers without increasing Cost Per Visit.Understanding that Cost Per Visit is all-important, we rolled out a mixed media campaign, dovetailing on and off-line channels – including regional TV advertising, social media, 48-sheet posters at prime times on Birmingham’s key artery routes – to boost recall and widen SVR’s reach.“It’s all about hitting the right media channels at the right times and places to obtain the best results. There’s always the risk of increasing visitor costs when reaching into new markets, but through clever media selection and buying, SVR’s visitor costs remained the same whilst visitor numbers soared,” says Sue Bown, Severn Communications Director.

11 Media Planning

For media planning knowhow that raises footfall, talk to Severn>