The Bike Ads supplied an operated ad bike with campaign print. The work related to Nido Castle Hill Cambridge, placing the accommodation message within the city where prospective residents would be making their housing choices.
An accommodation brief with a local focus
Student accommodation and student recruitment can involve similar audiences, but they ask people to make different decisions. Here, the advertising concerned accommodation. The property and its location provided the context for the message, while the deployment focused on student areas.
For an accommodation campaign, that distinction shapes the next step. A prospective resident needs a relevant property-information or enquiry page, rather than a general university admissions destination. The current rooms, availability and offer details need to come from the accommodation provider.
Taking the message into the area
The campaign used one ad bike for the Cambridge activity. The route plan identified ARU and student areas as its focus, rather than treating the whole city as an undifferentiated audience. The subsequent report covered the deployment and included observations about leaflet activity and interest.
This is a useful model for a location-specific brief: identify the property, the audience’s relevant routes and the places where the message makes sense. Agree access arrangements and the final operating locations for each new campaign.
What this means for a new accommodation campaign
Give the team the property address, intended audience, dates and approved next step. If you want leaflets distributed, specify that task alongside the display, including the supply of materials and any recording requirements.
Agree the reporting before the activity starts. Photographs, location records and observations help explain the campaign’s delivery. Viewing requests, applications and room bookings need to be assessed through the accommodation provider’s own enquiry and booking records.
Explore property and accommodation campaigns, read about ad bike hire or send your property location and dates.
