Campaigns: Culture - Bristol reveals its truly artistic side

Campaign: Bristol Harbour Festival
Client: Bristol City Council
PR team: Plaster Creative Communications
Timescale: February-August 2010
Budget: £6,000

Bristol City Council wanted to raise the profile of the city's largest free festival and highlight the extensive arts and culture programme on offer.

Objectives

- To raise awareness of Bristol Harbour Festival

- To drive traffic to the festival's website

- To encourage visitors to the festival.

Strategy and plan

Three photo opportunities were set up. The first involved festival act Cirque Bijou, called in to perform for photographers. The second saw a flash mob of young actors from the Bristol Old Vic perform. The PR team then arranged a stunt for local and national media, with the Invisible Circus commissioned to perform as pirates aboard a specially decorated pirate ship. The PR team worked alongside key stakeholders to generate interest and developed an online media strategy using Facebook and Twitter.

Measurement and evaluation

The campaign generated more than 120 pieces of coverage across national print, broadcast and online media, and 17 articles in local newspapers. Highlights included coverage across five South West radio stations, articles in the News of the World, Grazia, The Independent and the Daily Mail, and on Yahoo and Moneysavingexpert.com.

Results

Visitor figures reached 250,000, a huge increase on 2009.

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