Campaign: Antiques for Everyone Spring 2011
Client: Clarion Events Birmingham
PR team: Leader PR
Timescale: December 2010 - March 2011
Budget: £2,000 plus site development
Antiques for Everyone is the UK's largest quality antiques and fine art fair, held three times a year at the NEC in Birmingham.
- To reach a younger audience more used to surfing the net than flicking through Country Living.
- To increase ticket sales and visitor numbers to the spring fair.
STRATEGY AND PLAN
The website was developed into a central hub designed to appeal to a younger audience. Initially Leader PR worked with the in-house team at Clarion to create an online library of expert articles and guides to buying antiques. Traditional and social media were also used to generate coverage in print and broadcast.
Clarion's team and Leader worked with the Antiques Roadshow's Judith Miller and Mark Hill at the fair to secure even wider coverage.
MEASUREMENT AND EVALUATION
Coverage was secured in all major regional media. A royal wedding feature saw TV crews from BBC Midlands Today and ITV Central News descend on the fair. Traffic to the website in the weeks leading up to the fair increased by 500 per cent.
Visitors to the Spring Antiques for Everyone fair increased by 9.4 per cent on the previous year.