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Stoke Park Teams Up With Sky Media And Chiefs Digital Media To Drive Sales In Upmarket Golf And Leisure Breaks

Innovative addressable TV campaign drove 588% growth in website traffic

Wednesday 2nd of December 2020

Hannah Mcbain

Luxury Country Club, Stoke Park, reveals the exceptional results of its first ever TV advertising campaign. The campaign was live from September 11th for a month and included airtime across the Sky Sports Golf channel, the home of all live golf, as well as utilising Sky Media’s addressable TV platform, AdSmart from Sky, to further identify hyper-specific audiences. Overall, this drove a 558% growth in visitors to the website and a 668% increase in new visitors.

The campaign brokered by Chiefs Digital Media working with Sky Media, the advertising sales arm of Sky, included a focus of activity on Sky Sports Golf around key televised events including the PGA Tour, the US Open and culminating at the flagship European Tour Event – BMW Championships at Wentworth. The campaign successfully achieved its aim to reach golfing and leisure audiences and drive interest and sales for upscale golf and leisure breaks.

Additionally, utilising AdSmart, the world’s most advanced addressable TV platform, circa 200,000 homes within a predetermined affluence band and a 90–minute drive time (30–mile radius) of Stoke Park were served the ad over the given campaign period.

Paul Barrett, Head of Commercial Partnerships at Sky Media, said: “We pitched the concept to Stoke Park that Sky Sports Golf and AdSmart from Sky could take its marketing strategy to a new level. Not only could we deliver them a golf–loving audience in the perfect contextual environment, but we could also reach an affluent audience who lived within a suitable drive time, with a highly appealing 30” creative across a wide range of channels.”

Keith Mitchell, CEO of Chiefs Digital Media, said: “This project is an excellent example of how Sky Media’s products enable targeted marketing to the correct audience in the right context. It’s a very collaborative process to really understand Stoke Park’s objectives and utilise data to focus in on the individual customers and households that the client is trying to reach. We match that with the most efficient platform of delivery within the Sky Media network.

“Once the strategy was defined, we produced and delivered the content and were on air within four weeks, in a very agile process. Initial results show a 558% growth in visitors to the website, and a 668% increase in new visitors, with a reduction in bounce rate of 15%, all contributing to incremental revenue for both clients.”

Nick Downie, Head of Communications at Stoke Park, said: “We have been absolutely delighted with the results of this collaboration with Sky Media and Chiefs Digital Media. When we were introduced to the prospect of being able to target our ads to particular households using Sky’s AdSmart technology it was a game changer. The power of TV advertising is unparalleled and having this extra direct focus to a targeted audience is fantastic. On top of that, the advert produced was stunning and video is the best way to capture an element of what our guests will experience when they come and stay.”