Seasonal outdoor advertising lets brands connect with audiences during key moments like holidays, festivals, and events. Learn how to craft festive messages, pick strategic locations, and leverage tech to create campaigns that resonate—perfect for occasions like Christmas, Valentine’s Day, or Ghanaian celebrations like Homowo.
Let’s picture this together: Walking down Oxford Street in Osu in the evening during the Christmas season. The air is filled with the sound of carols and afrobeats, the sight of tourists exploring the city taking pictures and buying local wares, and the bright glow of lights strung across storefronts and the Danquah Roundabout. Amidst the festive period, the digital billboard catches your eye. It’s an ad for a local gift shop, featuring a countdown to Christmas and a QR code for exclusive holiday deals. You’re intrigued, and before you know it, you’ve scanned the code and added a few items to your cart.
This is the essence of seasonal outdoor advertising — meeting people where they are, at the perfect moment, and creating an experience they can’t resist.
Timing is everything in the outdoor advertising world. Businesses that align their campaigns with key seasons, holidays, and events can achieve higher engagement, boost brand awareness, and drive sales. Seasonal outdoor advertising allows brands to connect with audiences in moments that matter, leveraging shared experiences and emotions to leave a lasting impression. In this blog, we’ll explore how to tailor outdoor advertising strategies to coincide with these opportunities for maximum impact.
Understand the Power of Timing
Seasonal campaigns thrive on the anticipation and excitement surrounding specific periods. From major holidays like Christmas and Valentine’s Day to local festivals like Chale Wote, aligning your message with these occasions ensures your brand remains top-of-mind when consumers are most receptive.
Key questions to ask:
- What are the major events or holidays your target audience celebrates?
- How does your product or service align with the needs or emotions tied to these periods?
For instance, a fitness brand could launch a “New Year, New You” campaign in January to tap into the wave of resolutions, while a restaurant might advertise Valentine’s Day specials in February.
In Ghana, seasonal advertising can align with widely celebrated events such as Independence Day, Homowo, Chale Wote Street Art Festival, Easter or Christmas, which is marked with vibrant festivities. These moments provide opportunities to engage with local audiences in various relevant ways.
Tailor Your Messaging to the Occasion
Generic messaging won’t cut it in seasonal advertising. Your campaign should reflect the themes, colors, and sentiments of the event or holiday. This can include:
- Visual Design: Incorporate festive colors, symbols, or imagery. For example, red and green dominate Christmas campaigns, while hearts and roses suit Valentine’s Day.
- Copywriting: Use language that evokes the spirit of the season or the local languages. Phrases like “Celebrate the season,” “Love is in the air,” or “Back-to-school savings” instantly resonate.
In Ghana, campaigns during festivals like Homowo can include traditional motifs and Ga-language greetings to resonate deeply with the local audience. Similarly, during Christmas, ads can focus on themes of family, community, and giving, which align with Ghanaian values.
What about the use of Twi? Businesses could incorporate common Twi phrases such as “Afehyia pa” (Happy New Year) or “Akwaaba” (Welcome) into their campaigns. These resonate deeply with local audiences, often more than English slogans, creating a stronger emotional connection.
Choose Strategic Locations
Seasonal outdoor advertising is most effective when placed in high-traffic areas relevant to the occasion. Here are some ideas:
- Holiday Shopping Seasons: Position ads near malls, shopping centers or urban areas they are mostly found..
- Sporting Events: Utilize LED screens and billboards around stadiums or sports bars.
- Local Festivals: Place ads along parade routes or at event entrances.
In Ghana, targeting prime locations such as the Oxford Street in Osu, Accra Mall, or Kumasi’s Kejetia Market during festive seasons ensures your brand captures maximum attention from large crowds. For local events like the Chale Wote Festival, strategically placed ads along Osu and James Town’s busy streets can amplify visibility.
Leverage Technology for Dynamic Content
Digital billboards and LED screens allow brands to display content that can change based on the time of day, weather conditions, or real-time updates. For example:
- Countdowns: Build anticipation with a “10 days to Christmas” countdown.
- Real-Time Updates: Promote a flash sale or live event schedule.
- Weather-Responsive Ads: Showcase warm beverages during chilly mornings or sunscreen on sunny days.
Dynamic content keeps your ads fresh and engaging, encouraging viewers to take immediate action. In Ghana, incorporating Twi, Ga, or other local dialects into dynamic content can further personalize campaigns for diverse audiences.
Plan Ahead and Optimize Budgets
Seasonal advertising requires careful planning to secure prime locations and slots ahead of competitors. Start brainstorming and booking months in advance, particularly for high-demand periods like Black Friday or Christmas.
Budget optimization tips:
- Allocate More During Peak Seasons: Increase your spend during periods with high consumer spending.
- Repurpose Creatives: Adapt existing designs for multiple platforms or seasons to save costs.
- Collaborate Locally: Partner with community events or charities to share costs and amplify your reach.
- Plan and budget for artwork changes – if you have promotions for Black Friday and Christmas, you will need two different types of creative and a budget set aside for printing & installation.
Measure and Adapt Your Campaigns
No campaign is complete without analyzing its performance. Use key metrics such as website visits or sales data to gauge the effectiveness of your seasonal outdoor ads. Additionally, collect audience feedback to identify areas for improvement.
Key performance indicators (KPIs):
- Impressions: How many people viewed your ad.
- Engagement: How many took action, such as visiting your store or scanning a QR code.
- Return on Investment (ROI): Did the campaign generate more revenue than it cost?
Adjust future campaigns based on these insights to continuously refine your strategy.
Case Study: A Valentine’s Day Success Story
A local flower shop used strategically placed digital billboards to promote their Valentine’s Day bouquet delivery service. They highlighted countdowns to February 14th and offered a QR code for easy online ordering. By positioning their ads near office parks and residential areas, they saw a 40% increase in orders compared to the previous year.
In Ghana, a similar approach could be applied during the festive period leading up to Christmas. A local gift shop could use outdoor advertising to promote hampers, incorporating Twi or Ewe phrases to appeal to diverse audiences.
Conclusion
Seasonal outdoor advertising is a powerful way to connect with your audience during meaningful moments. By aligning your campaigns with key events, tailoring your messaging, and leveraging strategic locations, you can create memorable experiences that resonate with consumers. With careful planning and a touch of creativity, your brand can capitalize on seasonal opportunities to stand out and drive results.
In Ghana, the unique blend of cultural and modern celebrations provides endless opportunities for impactful campaigns. From the vibrant Homowo festival to Independence Day parades and Christmas markets, there’s always a chance to connect with your audience in a way that feels authentic and relevant.
Looking to maximize your seasonal marketing efforts? Evaluate your current strategies and uncover opportunities for improvement. At Vendo, we specialize in developing and executing tailored outdoor advertising strategies that align with your business goals and seasonal opportunities.
Call us today at +233 598 773 771 to take your seasonal advertising to the next level and drive results for your business. Let’s get started!
