St. Georges Hall
We won the tender to provide a full range of digital advertising screens for Bradford Council and they have been delighted with the results.
The objective of the project t was to cut out the cost of expensive printed posters which includes the cost of physically changes them over on a regular basis with all the H&S issues surrounding this activity as staff are using ladders to reach the poster frames. An additional benefit they were looking for was to be able to be more flexible with their promotional offering and change the adverts on a more frequent basis.
Outcome
TOPAZ Digital identified a number of screen positions both inside & outside the building that would maximise the visibility for the general public which would increase the number of viewing opportunities.
There were seven outdoor screens installed to the outside of the building using specific brackets given the age & listed status of the building. These screens could all be seen from the road network approaching the theatre and the pedestrian access. Internally, there were screens positioned in the main reception area, bar areas and as a directional screen on the main landing.
The messages achieved were very different for the outside screens to the indoor screens. Outdoor screens displayed the acts & shows that were coming up and how best to book tickets. As shows came & went or were changed then the messages could easily be kept up to date and if there were last minute tickets available for ‘tonight’s show’ then this message could be quickly displayed around the building to maximise ticket sales!
Internally the screens displayed messages about curtain up time, souvenir programs, bar & drinks promotions, how to order interval drinks and special offers available; this has helped maximise the additional spend a customer will make on the night.
The whole content management software is provided by TOPAZ Digital and training was delivered to the marketing staff who were responsible for changing & scheduling the content playlists. The software is cloud based so can easily be accessed while staff are working from home.
Solution
Although the client hasn’t been able to provide us with specific numbers, the cost saving on printing costs and the increase in ticket sales in in house spend have been exceptional. The main hidden benefit has been the ability to change the content quickly & easily and promote shows in a far more professional way and keep the information new & fresh as commuters pas the theatre daily.
Just so you know we are talking to them about replacing the large printed bill board with a full LED panel at their other theatre Alhambra, however lack of income has pout this on hold for a while!!
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