Now in its 37th year, the EDF Energy Bristol Harbour Festival is one of the UK's largest free festivals. It usually pulls in 220,000 visitors across the first weekend in August. In 2008 organisers brought in PR agency Resource PR to help publicise it.
- To change the media's perception of the festival as ship-focused, and position it as a celebration of Bristol's diverse culture
- To promote the festival's sponsors
STRATEGY AND PLAN
To showcase the cultural element as well as the festival's tradition, a circus act on the harbour side was the launch highlight.
MEASUREMENT AND EVALUATION
There were 17 different articles in local press including four front covers in publications such as Venue, Bristol Evening Post and Western Daily Press and a front cover and ten-page feature in Bristol Evening Post's Seven magazine. Each covered local artists, the music programme, and reflected the diversity of the event.
The festival had a record number of visitors and media coverage was unprecedented in both national and local media, with focus on the circus, music and dance elements rather than just ships. A visitor satisfaction survey concluded 84 per cent knew EDF Energy was the sponsor.