In its inaugural year, the London Freeze needed to raise awareness and communicate its position as the UK’s biggest ever winter sports and music event. The festival also aimed to interest non-sports fans.
To drive ticket sales for London Freeze
To position the event as the UK’s biggest ever winter sports and music event
To target core winter sports fans, along with mainstream consumers.
Strategy and plan
Henry’s House was taken on by event promoter Sports Vision just one month before the event launched. The agency planned activities including a press day, journalist snowboarding training, a snowboarding babes photo-shoot and a winter sports ‘flashmob’. Other activities included blogging and live weather and news reports from the ski slope. Media travel sections were targeted for stay-at-home pieces, while a preview day was organised.
Measurement and evaluation
The campaign generated ten national newspaper stories, six broadcast stories and 40 items online. National print PR value was estimated at £849,000.
The festival sold out all 10,000 tickets on its key Saturday night.