Gloucester Quays Garden Party
Case Study Eye PR has been working closely with the GQ marketing team to firmly put the first ever Gloucester Quays Garden Party on the map and into social media calendars We worked with tv gardener David Domoney as our first signed celebrity for the event, and as such built in usage in preview editorial, but also as the voice for radio advertising for the Garden Party We maximised editorial where our celebrity gardeners have columns or online blogs We generated national coverage in key titles such as The Mirror – Diarmuid Gavin’s column and Love It celebrity weekly magazine; as well as generating listing and preview editorial on Homes and Gardening websites and magazines
Case Study At a regional level, we set up VIP competitions to meet and greet a choice of two of our celebrity gardeners to further generate interest in towns within a 1-2 hour drivetime, including Birmingham Post; Swindon Evening Advertiser and the Oxfordshire Guardian The event featured on key listings pages at a national, regional and local level We developed an exclusive competition in Gloucester Citizen to search for a Mum and Daughter pair that could take part in the daily fashion shows as an additional editorial opportunity We spoke to local BBC and TV stations to ensure they had the event in their diaries, and an interview with the client took place on the Thursday before the Easter weekend
Coverage Highlights Daily Mirror VIP competition, editorial in Waitrose Magazine and competition in Love It magazine! Editorial mentions across Kitchen Gardener, Amateur Gardening, the Enduring Gardener and Countryside Magazine Further listings across national and local online pages from NetMums to Cotswold Info VIP competitions with up to ½ page spreads with Swindon Advertiser, Worcester News, Hereford Times, Oxfordshire Guardian, Birmingham Post, and locally with Wilts and Glos Standard and Families Gloucestershire BBC Radio Glos interview with Richard Rawlings Coach Monthly and Travel GBI promoting Gloucester Quays as a destination Gloucester Citizen and local press support through Mother and Daughter competition and editorial support Total Circulation: 3.6 million plus AVE over £100,000 Visitor figures: 68,000 (38,000 more than anticipated) Success of the 2012 event has meant that the team have expanded the festival for 2013 with an added ‘home design’ element.. and figures predicted to exceed 100,000 visitors, exhibitors are up 50% to 80 stalls