Royal Albert Hall:
Christmas Bookers
- Client
- Royal Albert Hall
- Sector
- Venues & Live Performance
- Services
- Solus Door to Door, Direct Mail, Print
Filling a socially distanced Christmas season from the doorstep
The Royal Albert Hall had a festive season on sale from 9 December to 2 January and a very short window to sell it. We went straight to the households nearest the venue, because when travel is difficult the local audience is the audience.
Solus door to door, tightly drawn
We delivered to 6,600 addresses across SW7 1 to SW7 5, the postcode segments closest to the hall, on a solus basis so the leaflet arrived on its own rather than bundled with other offers.
Speed mattered more than scale. Distribution started within two days of London moving into tier two, while people were still deciding what they could and could not do over Christmas.
Direct mail to the known audience
Alongside the door to door run, 300 addresses were selected from the Royal Albert Hall's own database and mailed first class, so previous bookers got a personal piece at the same moment the neighbourhood got the leaflet.
What happened
Bookings rose. People were choosing local venues they would normally have overlooked, and a printed reminder on the doormat reached them at exactly the point that decision was being made.
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