- Oct 20, 2017
With the holiday season officially getting underway this month, the Chamber will promote Northbrook to a wide audience through print, cable TV, and social media. The campaign will highlight Northbrook’s wide array of shopping and dining options with a special holiday Shopping and Dining Guide inserted into 22nd Century Media newspapers, a TV commercial and a Facebook campaign. Through a partnership with the Village of Northbrook, the Chamber will invest more than $27,000 in the shop local holiday campaign in an effort to not only promote business but also to increase sales tax revenues. Sales taxes are the Village’s largest revenue source, and make up one third of the Village’s budget.
Holiday Cable Commercial
With the appropriate tagline of “Where Michigan Avenue Meets the North Shore,” the 30-second commercial will showcase Northbrook’s high end luxury stores, unique local boutiques, and the range of casual to fine dining restaurants. The spot is scheduled to run five weeks, Thanksgiving through Christmas, on a collection of news, sports and entertainment channels including HGTV, USA, Food Network, and Bravo throughout the North Shore market. It is expected to make nearly 338,000 impressions on the targeted audience of women ages 35 – 65. As an added bonus, sports fans may have already seen a sneak preview of the commercial which began airing last month during late season NCAA football games shown in the North Shore area.
Taking advantage of Comcast’s multi-media advertising options, the Northbrook commercial will also have the potential to pop up on over 400 network related websites and during viewing on-demand content. When watching on a tablet or computer, the ads will be “non-skippable” which means the viewer is not able to skip through the ad before watching their requested program.
To view the commercial, go to www.youtube.com and search Shop Northbrook.
Northbrook Shopping Elf Facebook Campaign
To reach a diverse digital audience, the Chamber will pump up its Northbrook Shopping Elf Facebook page. In her bright holiday garb, “Nicki The Northbrook Shopping Elf” will spread the message as the official spokesperson for the page, announcing fresh shopping ideas, special promotions, fun new products, and seasonal activities at Northbrook based businesses.
The dedicated Facebook page debuted at the start of the holiday season in 2014. Over the years the page has shared content from other local Facebook pages, featured events, grand openings and other news and has grown to over 1800 followers.
For this special holiday campaign, the Chamber has contracted with Creative Marketing Associates (CMA) to work directly with local store owners and restaurants to gather information for the page. CMA will use the information to create video slideshows, fun contests, opinion polls, updates on trends, and other fun elements to generate continued interest in local shopping. Facebook users who like the Elf page will get advance notice of flash sales and be able to take advantage of downloadable coupons for use with participating merchants.