As a placement-centric media buyer, I have purchased numerous premium units and front cover ads for shows, so I want to share this ad buy with you and offer a few comments.
You don't see too many cover wraps as they are expensive, but they can deliver significant impact since they provide "ownership" of the pub's most valuable real estate and 100-percent share of voice (SOV), i.e., no competition for your audience's attention.
Carnegie Hall employed a half-cover wrap. That is, it wrapped the front vs. a full-cover wrap, which wraps around the entire pub. It consisted of two full pages: a front cover ad that was designed to look like the real front cover of the magazine—it had the Time Out New York masthead and same look and feel as the usual covers—and the back of this page, which ran opposite the real Time Out New York cover, the inside front cover, if you will.
As you can see from the photo, the ad uses very low copy density creative material, with the name of the brand, a short tagline and one simple message announcing that tickets were going on sale. On the other side, there was much more robust messaging, with 16 photos of the artists performing and web and telephone call-to-actions. When running front cover units like this, you need to optimize creative for this environment, especially by limiting copy.
Are front cover wraps or other premium ad placements worth it for your event? You will need to run the numbers for your specific situation, but you should certainly consider premium placements in your media planning process. Though they come with big price tags, you may find that the results justify the costs.
Cristopher Levy runs Encore Media Partners, an audience strategy, marketing and media buying agency, which specializes in “live” exhibitions and events. Connect with him on LinkedIn or at email@example.com.