Black Country Museum proved the value of having digital out-of-home (DOOH) as part of a multi-channel campaign, demonstrating how it works as part of the wider media mix.

Challenge: Black Country Museum wanted to promote the attraction as a fun and educational destination over the summer. The attraction wanted to target grandparents and parents in high population areas, who might be looking to treat children to a day out.

Solution: 8 Outdoor worked with the Black Country Museum on selecting the best screens from its large format portfolio; the Birmingham Trinity and M5 Tower screens were chosen due to their proximity to the museum and their large audience reach in high population areas.

Results: By building a targeted DOOH plan using geographical and demographic data, 8 Outdoor seamlessly integrated DOOH into Black Country Museum’s multi-channel advertising over a key calendar period.

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