Case Study: Destination The Repair Shop TV Campaign
- hannah@tvadswork.com
- Jun 3
- 4 min read
To celebrate the launch of Destination The Repair Shop, a brand new board game and puzzle, Rachel Lowe Games and Puzzles set out to capture the warmth and nostalgia of the beloved BBC show, aiming to make the new products a top family gift for Christmas 2024.
TVADSWORK were proud to help bring that vision to life with a heartwarming 30-second TV ad and a targeted media campaign that reached homes and The Repair Shop fans across the UK.
About Rachel Lowe Games and Puzzles
Rachel Lowe Games and Puzzles is a leading UK company known for creating high quality and hugely popular family friendly board games and puzzles. Founded by award winning entrepreneur Rachel Lowe MBE, the company is recognised for its innovative game design and storytelling.
The Destination series is a collection of roll and move board games that blend strategic planning with elements of chance. The first game launched in 2004 with ‘Destination London,’ where players act as taxi drivers collecting fares across the city. Since then, the series has grown to include over 50 editions, featuring various themes and licensed versions such as ‘Destination Hogwarts’, ‘Destination Downton Abbey’ and the most recent; ‘Destination The Repair Shop’. Each edition adapts the core mechanics to fit its theme.
In this latest edition, Destination The Repair Shop, players collect and restore heirlooms to earn the most Repair Shop stars. It’s a game that honours craftsmanship, family, and the joy of bringing treasured memories back to life, just like the BBC show that inspired it.
The Challenge
We were tasked with launching the new products in a crowded Q4 retail landscape while achieving the following objectives:
Raise awareness of the new board game and puzzle
Create an authentic link to The Repair Shop
Emotionally engage a 55+ audience
Drive website traffic to destinationboardgames.com
Reach both loyal fans and new customers
The Creative
Strategy & execution
Raising Awareness
We developed a multi-channel TV campaign with strong visual assets and a clear narrative, aimed at capturing attention. The creative focused heavily on the creation of the board game, introducing the game and puzzle as exciting new additions to the ‘Destination’ series. The campaign launched in November, after Black Friday so as not to get lost in the noise of other brands, with a heavier weighted December schedule to capitalise on the Christmas gifting market.
Linking to The Repair Shop
We secured the genuine barn where the BBC show is filmed to shoot the advert, deliberately aligning our filming schedule so that the show set was still fully furnished. This allowed us to capture the look and feel of the show in the creative. We also negotiated the rights to use The Repair Shop theme music in the advert.
Every element of the campaign was designed to feel organically connected to the BBC’s The Repair Shop.
From the instantly recognisable music, the voiceover tone and to visual styling, the content reflected the show’s warmth, craftsmanship, and emotional resonance, making the connection immediately clear to viewers.
Emotional engagement
Storytelling was key to connecting with the audience. Rachel’s entrance through the barn doors mirrored the familiar scene where guests arrive on the show, establishing a sense of comfort and nostalgia. The process of 'creating' the board game echoed the show’s theme of restoration, fostering a deeper emotional tie. The theme music played a central role, with voiceover held until the final frame to deliver a focused and impactful call to action.
Driving online sales
The website URL, destinationboardgames.com, remained prominently visible throughout the 30-second ad. Both the board game and puzzle were clearly displayed in the final frame, and the voiceover reinforced a strong call to action to encourage direct engagement online.
Reaching the target audience
Our media planning focused on reaching the 55+ audience via channels known to perform well with this demographic. Included within this were placements on Quest during The Repair Shop repeats. This strategy reached both the show’s existing fanbase and new potential customers. Consistent branding across all helped build recognition and trust.
The Results
TV spots overdelivered across all planned channels, achieving 1.5 x the expected impressions
Significant spike in website traffic to destinationboardgames.com
Strong sales across both new products with a knock-on uplift in sales of other Destination products.
Retail interest from a national brand who have committed to stocking the products for Christmas 2025 within their stores
“TVADSWORK brought the perfect blend of creativity and precision. The finished advert captured the essence of both the board game and The Repair Shop and presented it beautifully in just 30 seconds.”
Rachel Lowe, MBE
Campaign Highlights
The campaign served as both a successful product launch and a respectful tribute to the essence of The Repair Shop show. By placing Rachel Lowe at the heart of the story, the advert reflected the care and restoration themes fans associate with The Repair Shop.
Focus group testing with the 55+ audience confirmed this. The advert scored highly for clarity, emotional impact, and authenticity. Viewers immediately recognised the filming location and music, reinforcing the connection.
This campaign delivered results across all objectives, raising awareness, driving sales, increasing traffic, and strengthening brand recognition, all on a modest budget.
For an informal chat about how TVADSWORK can bring your product or brand to the big screen, just drop us a line at email hello@tvadswork.com.
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