Tasked with driving 65,000 registrations to the Big Bang Fair, Hope&Glory decided to treat the fair as a brand and not an event. Rather than creating a one-off campaign, the agency embarked on year-long activity - and this resulted in the most successful campaign in the history of the event.
In total, more than 2,200 pieces of media coverage were generated, the campaign created 1.1 billion ‘opportunities to see’ and 100 per cent of the coverage was positive. Some 65 per cent of all coverage carried details of the event (versus 50 per cent in 2013/14). Hope&Glory also surpassed its target for visitor numbers, with 70,000 attending the fair.
Brilliant, creative tactics taking discussion around science to a new level
David Fraser, Frank PR
Now Hear Me: It’s my Right to Speak; Weber Shandwick for NHS Education for Scotland
This Girl Can; Blue Rubicon for Sport England
I Will If You Will – Sport England Campaign; Tangerine for Sport England and Bury Council
Year of the Bus; Transport for London