Member Article

CHILL FACTORE LAUNCHES SPEED-TRIGGERED DISPLAY ADVERTISING

North West leisure destination, Chill Factore, has brought speed-triggered advertising to the region with an interactive billboard located on Regent Road, Manchester, just off the central ring road. The billboards, which promote Chill Factore’s Autumn campaign, show different concepts based on the average speed of the drivers passing the display.
Drivers travelling on the busy Manchester road will trigger a tailored display advertisement, comparing the slow congestion speeds to those that can be reached on the slope at Chill Factore. The creative advertising strategy is part of Chill Factore’s brand campaign ‘Don’t Wait, Exhilarate!’, running from September to November. The marketing campaign aims to promote the benefits of learning to ski or snowboard ahead of the peak season. Home to the longest indoor snow slope in the UK, Chill Factore hopes to highlight how beginners can benefit from the quieter slopes and lesson availability, enjoying the thrill of getting into snowsports. The concept for the targeted advertising was designed by SpiritMedia and 8Outdoor, with artwork created by Northlight. The advertisements will run until the 15th October on alternate days between 6am and 10am, and then in the evening between 4pm and 8pm. The campaign is among the first in the North to implement speed-triggered advertising. Morwenna Angove, CEO at Chill Factore, comments: “This is the first time we have ventured into using speed-trigger billboards and we are thrilled to be at the forefront of targeted marketing - our displays will reach around 200,000 people over the course of the next few weeks. There are three executions which are triggered at different speeds, although the current roadworks on Regent Road may mean that most drivers may only get to see the Snail version!”

This was posted in Bdaily's Members' News section by Chill Factore .