Events/Sports: London Freeze is hot attraction

Campaign London Freeze Client Sports Vision and Channel 4 PR team Henry's House Timescale September-October 2008 Budget Undisclosed but believed to be in the region of £20,000

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.

Objectives

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.

Results

The festival sold out all 10,000 tickets on its key Saturday night.

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