Campaign Wine Show 2007
Client Single Market Events
PR Team LDR London
Timescale August-October 2007
To drive early ticket sales and boost attendance of young professionals at the event, especially those who work in the media and the finance sector. To promote the event as the UK’s largest consumer wine event.
Strategy and plan
As the appointment of LDR London was made just three months before the event itself, the agency was unable to promote the event through long-lead features. The focus was to generate coverage in newspapers, broadcast and weekly magazines.
The LDR team and the show’s organisers developed a seminar itinerary that would appeal to a young audience. LDR London’s campaign director Claire Southern says the agency came up with seminar topics such as ‘wines for women’, a session looking at wine for weddings and wine and food. A preview night saw VIP guests rub shoulders with journalists and wine enthusiasts.
Activity was backed up with a focus on travel and wine-growing destinations such as New Zealand and the south of France. Promotions ahead of the event offered free tickets in publications such as The Daily Telegraph, TNT, Gay Times, ocado.com, fluidstyle.co.uk and visitlondon.com.
Measurement and evaluation
An agreed target of 54 news cuttings and 16 listings mentions was more than doubled. In total the event was covered 172 times, including 45 pieces in digital media. The event was also covered by nine broadcast media and 18 pieces appeared in magazines. Although the campaign was consumer focused, 10 trade media also covered the event.
Around 4,000 tickets were sold two weeks before the event, compared with 900 at the same point in the run up to 2006’s event. The Saturday session was completely sold out a week in advance.