Sport: Penny farthing is a boost to Nocturne

Campaign IG Markets London Nocturne
Client Face Partnership
PR team KTB PR
Timescale March-June 2011
Budget £10,000

Objectives

• To maximise media coverage of the event and its sponsors

• To drive attendance to the event.

Strategy and plan

KTB decided to use a stunt to attract media attention. A group of penny farthing riders were cycling from Paris to take part in the event. The PR team arranged for London Bridge to be closed, so that the penny farthing riders could cross with a police escort as they arrived in London. A media partnership was arranged with Telegraph Online and features on the penny farthing race were sold-in to key media targets The One Show and London Evening Standard.

Measurement and evaluation

The Telegraph Online partnership resulted in five pieces of coverage and the penny farthing stunt generated more than 40 pieces in the UK, including in BBC Online's pictures of the day section, on BBC London, BBC News and Sky Sports News, as well as 26 pieces of international coverage.

Results

According to the event's security team, 10,000 attended the event, compared with 9,000 in 2010.