Category Campaign Design Client Polo in the Castle Agency / Designer Spindogs
Polo in the Castle
Brief
Raise profile of the event, build brand awareness and promote ticket sales, by generating interest amongst the general public and corporate market through the design and development of a new website and all promotional materials.
Result
A fresh, well optimised and engaging website that received over 3500 hits in the month leading up to the event. A proactive social media campaign with frequent profile on Twitter and Facebook that attracted over 250 more followers and fans. Before, during and post event PR with a regular drip feed of media coverage including all key media; Western Mail, WM, Ladies First, City Life, Cardiff Life, Metro and South Wales Echo. Weekly advertising in all key publications with a dedicated supplement appearing in the Western Mail in may 2011. A sell-out crowd of 2000 plus further cementing the position of Polo in the Castle as the social event of the summer in Cardiff with substantial brand equity to fuel future events.
Solution
The development and implementation of a fully integrated campaign encompassing design, print, advertising, PR and online marketing that focussed on promoting the event to all walks of life and therefore minimising the elitist stereotype of Polo as a sport. Dedicated PR support to engage with the various readerships, with a focus on securing media coverage based on feature, commentary and news opportunities with the support of sponsors, charities and celebrity endorsement. The creation of a bespoke CMS system that allowed the client to update all sections of the website, including gallery and news modules, with social media integration to support Twitter and Facebook activity. The site needed to be visually appealing, easy to navigate and have clear action points to generate sales.
