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Guide · Campaigns

Running one promotional campaign in several cities at once.

A campaign running in ten cities on the same weekend has to look and sound the same in every one. This guide covers how to plan it: one brief, local teams, matching kit and reports you can compare.

5 min read7 steps7 checks
Shoppers sampling Mighty drinks at the van
One brief, the same words, in every city.The one thing to remember

Start here

One campaign, many cities.

From choosing the format to comparing results city by city. Follow the line; tap any point to read it.

Product sampling staff serving Emmi Caffé Latte to the public at a tour stop
01Step 1 of 7
Two Mighty brand ambassadors holding Mighty M.lk bottles at a sampling table in front of the branded van

One team on the move, or local teams at once?

There are two ways to cover several cities, and many campaigns use both.

80Tesco stores on one tour
5Regional teams at once
02Step 2 of 7
A Specsavers concierge behind a green appointments desk with balloons inside a supermarket

Write one brief for every city

Every team should tell the same story in the same words.

  • One written brief
  • Video briefing
  • A page per site
Key pointOne brief, the same words, in every city.
03Step 3 of 7
A brand ambassador beside the Budweiser tour bus at a depot stop

Choose local people in each city

Local staff arrive fresh and know the area.

  • Nearest hub
  • Standing pool
  • Team leaders
04Step 4 of 7
Brand ambassador behind the bar with a Modelo pint during the multi location sampling campaign

Match the set-up in every city

A shopper in Leeds and a shopper in Cardiff should see the same stand.

11UK cities
375+Shifts
05Step 5 of 7
Sampling team handing ice lollies to Space NK customers at a branded cart

Line up dates and permissions

Each site has its own rules and its own peak times.

  • Site agreements
  • Peak times
  • Permissions
06Step 6 of 7
The Emmi Caffè Latte sampling team lined up in front of the branded van

Run every city from one place

With teams in several cities, the day runs through one central contact.

  • Check-ins
  • 24/7 support
  • Cover
07Step 7 of 7
Visitors taking part in the Budweiser goal activation

Report so you can compare cities

The point of running many cities is learning which ones work.

  • Same template
  • Photos from every site
  • Adjust as you go

Checklist

Before the first city.

Ready for every city.

Sampling staff serving toffee vodka tastings to Costco shoppers

Common questions

Questions about multi-city campaigns.

How many cities can one campaign cover at once?

As many as you have sites, kit and stock for. With staffing hubs near each site, the people are rarely the limit.

Is it better to use one touring team or local teams?

A touring team keeps the same faces and suits a branded vehicle. Local teams cover more cities on the same dates. Many campaigns mix both.

How do you keep the message the same in every city?

One written brief, the same briefing for every team, matching kit and a team leader in each city or region who checks the set-up.

Who manages the teams in each city?

One central contact runs the campaign, with team leaders on site and a support line answered day and night.

Team lead and sampling staff preparing chilled Emmi drinks at an outdoor activation

Further reading

What is a roadshow in marketing? Planning a campaign on tour

Choosing the stops, the timetable and the team when one campaign moves from place to place.

Read the guide →

Several cities at once?

One brief, every city.

EXECUTIONAL runs promotional and sampling campaigns in several cities at once from 40 UK staffing hubs, with one brief, one itemised quote and a 24/7 support line. See our roadshow marketing and promotional staff services.

Get a quote →