Campaigns: Entertainment - SO Festival makes Skegness a big draw

Campaign: SO Festival 2010
Client: East Lindsey District Council
PR team: Lava PR
Timescale: April-August 2010
Budget: £10,000

The organisers of the SO Festival 2010 asked Lava PR to raise awareness of the event, which featured Jools Holland, Lee Mead, street performers, poets and dance troupes.

OBJECTIVES

- To raise awareness of the festival locally in Skegness, regionally and nationally

- To attract more than 8,000 people to the festival.

STRATEGY AND PLAN

Ahead of the festival, news and features journalists at print, online and broadcast outlets were briefed. The PR team arranged exclusive interviews and ready-packaged features for the media, press trips, ticket giveaways and competitions. Local businesses were targeted to become advocates for the festival. During the festival itself, the PR team ran a live Twitter feed and uploaded interviews with performers and exhibitors to Facebook and YouTube.

MEASUREMENT AND EVALUATION

More than 200 pieces of media coverage were generated including four broadcasts on BBC Look North and ITV Central News, and three hours of radio coverage. In print, The Times, the Daily Express, The People, the News of the World and the Daily Star all covered the event. There were 12,500 visits to the festival's website.

RESULTS

More than 30,000 people attended the festival, an increase of 64 per cent year on year.

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