Edison Media has launched a live, interactive campaign across Liverpool and Manchester to drive awareness of Blackpool’s new Ultimate Ticket.
The activation centres on a flyposting takeover, brought to life with tear-away creative that invites passers-by to engage directly. Live from early morning, the sites quickly drew attention from commuters on launch, with queues forming as people stopped on their way to work to take part.
In Manchester, the installation sat just outside Piccadilly station, capturing heavy footfall from morning rail arrivals and city centre workers. In Liverpool, Parr Street provided a similar moment, reaching a steady flow of commuters and weekend visitors moving through one of the city’s busiest routes. Both locations were chosen to place the campaign directly into daily routines, driving immediate interaction rather than passive visibility.
The mechanic was simple. Participants could tear away a section for the chance to win one of the new Ultimate Tickets, creating a physical exchange that cut through the usual outdoor formats.
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The Ultimate Ticket brings together Blackpool’s leading attractions into one offer. Visitors can access experiences including The Blackpool Tower Top, Dungeon, Circus and Sandcastle Waterpark, alongside other key attractions across the resort. It removes the need to book separately, giving visitors a clearer and more cost-effective way to plan a full trip.
Each interaction was built to deliver maximum value. Those who didn’t win were directed via QR code to The Blackpool Tower website, where they could explore the ticket and plan their visit.
Once all tickets had been claimed, the creative shifted. The sites transformed to highlight the wider Blackpool offer, ensuring the campaign continued to drive awareness and consideration beyond the initial giveaway.
The result is a campaign that moves beyond standard outdoor. It creates a moment in high-footfall environments, captures attention at peak travel times, and gives audiences a clear next step.
Edison’s Nicola Orrell said: “For travel and tourism, the challenge is always cutting through at the right moment. The interaction gave people a reason to stop, engage, and start thinking about their next trip in a fun and more immediate way.”
