Peabody: how audience mapping helped sell 95% of a Bow regeneration project before completion
6th November, 2026
At a glance: Club 3000 Bingo, which describes itself as the UK’s largest independent bingo operator, asked The Media People to grow its online community and launch new clubs in Edinburgh and Leeds. We ran a 12-month Instagram and TikTok content retainer alongside integrated launch media across TV, radio, press, out of home and door drops. The launches delivered 21.7M offline impressions, 7,450 tracked scans and clicks and 1,114 tracked sign-ups.
Key results
| Result | Figure |
|---|---|
| Social posts created across Instagram and TikTok | 216 |
| Organic social views | 152,673 |
| Organic reach | 106K |
| In-club filming trips | 6 |
| Major club launches | 2 (Edinburgh and Leeds) |
| Offline impressions across TV, radio, OOH and print | 21.7M |
| Tracked scans and clicks from offline media | 7,450 |
| Tracked sign-ups from launch activity | 1,114 |
| ITV Yorkshire impacts | 6.2M delivered against 4.2M planned |
| ITV Yorkshire ads in central slots | 74% |
| ITV Yorkshire ads in peak hours | 25% |
| Radio over-delivery | 3.95% |
| Radio listeners reached | 5.6M+ |
What was the brief?
Club 3000 wanted a stronger community presence, a refreshed brand image and more engagement across social and traditional media. The Media People were given two objectives that had to work together.
- Social and content: build a content strategy that grows Club 3000’s online community and reflects the fun, social atmosphere of its clubs.
- Media and launches: run regional launch campaigns for new clubs in Edinburgh and Leeds, using traditional and digital media to drive awareness, footfall and excitement.
The Edinburgh club at Ocean Terminal opened in February 2025. The Leeds club in Hunslet opened in late August 2025.
Who was the audience?
There were two audiences: the online community who follow and play at Club 3000, and the people living near each new club. For the launches, we focused on local women aged 30 and over, reached through targeted door drops and local media.
What did The Media People do?
We treated the brand and the launches as one plan: social set the tone, and launch media turned it into local awareness and visits.
Social and content: a 12-month retainer
We started a 12-month social media retainer focused on Instagram, then expanded to TikTok as engagement grew. The aim was to move Club 3000’s social presence from promotional to personality-driven. We built the strategy around community storytelling, humour and trend-led Reels that captured the energy of real bingo nights and the people who make them special.
Six in-club filming trips captured authentic player moments. Content ranged from club filming days to meme-driven Reels. Our goal was simple: make bingo feel relevant, entertaining and part of local culture. Across the retainer we created 216 posts.
Launch media for Edinburgh and Leeds
For the new club openings we built a fully integrated media strategy combining TV, radio, press, out of home (OOH), door drops and in-club activations.
- TV: an ITV Yorkshire campaign, with 74% of adverts in central slots and 25% during peak hours.
- Radio: Greatest Hits Radio and other local stations extended the campaign’s reach.
- Door drops: targeted drops reached local women aged 30+.
- Press: coverage in the Yorkshire Evening Post and Metro Yorkshire.
- Out of home: bold formats from bus rears to billboards.
- PR and influencers: activity to build talk around each opening.
Opening nights that joined online and offline
Everything led up to high-energy opening nights. In Leeds, Coronation Street actor Jack P Shepherd made a celebrity appearance and cut the ribbon. In-club point of sale, competitions and social callouts linked the people in the room with the online audience, so launch-night activity also fed the social channels.
We also tracked offline media through to scans, clicks and sign-ups, so we could count the response it created as well as its reach.
What were the results?
The offline media produced measurable response as well as reach. The launch activity delivered 21.7M offline impressions across TV, radio, OOH and print, 7,450 tracked scans and clicks, and 1,114 tracked sign-ups.
Paid media delivered more than was planned. The ITV Yorkshire campaign achieved 6.2M impacts against 4.2M planned. Radio over-delivered by 3.95% and reached 5.6M+ listeners.
On social, the retainer produced 216 posts, 152,673 organic views and 106K organic reach.
Why did it work?
- One story across every channel. The same community-led personality ran through social content, launch media and the opening nights.
- Real people, real footage. Filming in the clubs gave the content a credibility that stock imagery or pure promotion cannot match.
- Local media for a local decision. A night at the bingo is chosen close to home, so door drops, regional TV, local radio and local press fitted how people decide.
- Measurement built in. Tracking scans, clicks and sign-ups showed the response that offline activity drove.
What can other leisure brands learn from this campaign?
- Plan social content and venue launches together, so each opening has an audience waiting and each event creates new content.
- Film in your venues. Real customers and staff give social channels a personality that promotional posts rarely do.
- Match the media to the catchment. Door drops, regional TV and local press can target the people most likely to visit.
- Add trackable response routes to offline media so you can report sign-ups as well as impressions.
FAQs
What channels did the Club 3000 campaign use?The launches used TV (including an ITV Yorkshire campaign), Greatest Hits Radio and other local stations, regional press, out of home, door drops, PR, influencers and in-club activations. Social content ran on Instagram and later TikTok.
What is an integrated marketing campaign?An integrated marketing campaign uses several channels with one consistent message, planned so each channel supports the others. For Club 3000, that meant TV, radio, press, OOH, door drops, social and in-club activity all working towards the same launches.
Does door drop marketing still work?Door drops can target specific streets around a venue, which suits local launches. For Club 3000, targeted door drops reached local women aged 30+ as part of a wider mix that produced 1,114 tracked sign-ups.
How did The Media People measure offline media for Club 3000?Offline media was tracked through to scans, clicks and sign-ups. The launches recorded 7,450 tracked scans and clicks and 1,114 tracked sign-ups.
Related services
- Offline media planning: TV, radio, OOH and door drops
- Social media strategy and management
- Content creation
- Media planning and buying
Planning a venue launch or a local campaign? Talk to The Media People.
