Over a six-week period Rough Guides will run “mini-guides” featuring travel tips for six European cities. Each week of the campaign will feature a different city, and content will change daily with the aim of targeting regular tube commuters and inspire them to book a city break.
The outdoor video campaign using CBS Outdoor’s large screen projector format is part of a shift in Rough Guides’ strategy towards using more integrated channels.
Liz Statham, Rough Guides marketing and PR director, says: “We’re trialling new ways of marketing to get a richer and more engaging way to connect with people. We’re looking for bigger messaging moments and bigger impact from the same budget.”
“This is an experiment for us and CBS. They are the expert in what the technology can do and we are the experts on the content. The projector format meant we could go beyond a flat ad and offer quality Rough Guides content in an engaging way.”
The “mini-guides” are part of Rough Guides wider “Make the Most of Your City Break” campaign to promote the launch of its new series of short-break city guides.
The campaign includes a competition designed as a data capture tool, to boost Rough Guides’ future targeted marketing activity and help the brand “directly engage with travellers.”