Public Sector: Campaign Breakdown - Bournemouth Air Festival

Agency: Bournemouth Tourism PR & Marketing team
Client: Bournemouth Borough Council
Timescale: March-August 2009
Budget: £20,000

The lowdown

The More Bus Bournemouth Air Festival takes place in the UK's leading seaside resort. It is the largest event of its kind in the UK and offers four days of free sky-high aviation action, including the Red Arrows.

- What were the main aims?

The challenge was to reinforce the return of the festival, only in its second year, promote the dates for 2009 and raise its profile regionally - and as a long-term objective, establish it as the leading festival of its kind in the UK.

- Who was being targeted?

Based on 2008 research, the festival attracts an equal gender split, with ages ranging from babies and teens to veterans and pensioners. It was important the PR and marketing activity reflected and targeted this vast audience.

- Strategy and tactics

Working with local and regional radio, newspapers and TV, PR began after the initial launch in March at an airport hangar. Updates and media information were fed with key messages concerning park and ride, no fees, the event's scale, new aircraft and forces assets. Website updates and supporting media websites proved useful. Bournemouth worked with Hampshire and Dorset tourist information centres and local trade groups.

- What were the challenges?

With a limited budget of £20,000, the challenge was to communicate the festival and its content locally, regionally and, if possible, nationally, as well as raising its profile in the business community to generate sponsorship and services at a discounted rate.

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