Campaign: Event - Chefs serve up a treat for Nottingham

Campaign: Nottingham Food and Drink Festival
Client: We Are Nottingham
PR team: BCS
Timescale: April-November 2010
Budget: £8,500

The Nottingham Food and Drink Festival, organised by the city's leisure Business Improvement District, asked BCS to generate public awareness for the event, which featured celebrity chefs including Ainsley Harriott and Gino D'Acampo.

Objectives

- To increase visitor numbers

- To generate as much public awareness of the festival as possible.

Strategy and plan

BCS used the celebrity chefs' performances as the main news hook for local lifestyle, broadcast and print media. The PR team arranged competitions in publications including national food and drink magazines. Many of Nottingham's larger employers were also targeted, including the East Midlands Development Agency and New College Nottingham.

Measurement and evaluation

More than 115 pieces of coverage were generated, including a three-hour outside broadcast on BBC Radio Nottingham on the morning of the first day of the festival, East Midlands Today television coverage and listings in the Mirror, as well as widespread coverage in national consumer food-specific titles.

Results

Visitors to the festival rose to more than 25,000, compared with 18,000 in 2009.

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