Brief
Say were briefed to widen the participation of the 40th annual Windsor Festival beyond the local community, to those audiences who would not usually attend cultural events. Say’s goal was to raise awareness of the Festival and increase its footfall from previous years.
Solution
Say devised a strategy to exploit the reputation and credibility of the Festival, using the 40th anniversary as its focus. The 500th anniversary of Henry VIII’s accession and the completion of St George’s Chapel were also incorporated into Say’s comprehensive media campaign, designed to underline the prestige of the Festival.
Key marketable performances were identified by Say to increase the Festival’s attraction and footfall. Personalities like Sir Michael Parkinson and Dame Vera Lynn and performances including the RAF Squadronnaires were publicised as part of Say’s timely, focused and intensive media relations programme.
Say secured publicity in the national press, as well as more localised outlets, to attract visitors from further afield. An online promotional campaign designed to demonstrate the Festival’s value secured its listing on all relevant sites, increasing the Festivals visibility and attracting a wider interest.
Result
A successful localised and national PR programme raised the profile of the Windsor Festival and attracted a more diverse audience increasing the overall attendance by 70%. Say set up 30 radio, TV and press interviews, including coverage in The Times and The Independent as well as radio coverage on Classic FM and a full hour feature on BBC Radio Berkshire.
Client verdict
“Say Communications superseded all expectations and I credit them with helping us to push the boundaries in achieving increased ticket sales and attracting a record number of visitors who would not normally attend cultural events. Say has helped us to develop and expand and I greatly look forward to working with the team at Say again in the future.” – Martin Denny, Director of Windsor Festival.