City of Lights
27.01.2016 | Print Design. Public Relations.
Last year, we were asked to raise awareness for the annual City of Lights festival in Truro, a dazzling parade of handcrafted paper lanterns. We were also tasked with press liaison at the event, social media management and arrangement of media attendance in advance.
As the key decision makers for attending the event were local families, primarily female aged 25-45, we decided to specifically target this demographic. Using social media channels to engage directly with potential visitors alongside traditional PR tactics.
We researched and drafted a total of three press releases to be distributed to key print and online publications, local radio stations and regional tv. We commissioned official photography to go alongside final press release. Attendance by various media within Cornwall and Devon was organised prior to the event, alongside scheduled interviews. MPAD created a social media content calendar and regularly posted and interacted on various platforms.
Achieving one front page, there were 22 known pieces of press coverage. Facebook fanbase grew 44% whilst Twitter followers increased by 50%. Over 4 million opportunities to see where created, not including substantial engagement across Twitter and Facebook. Nearly 30,000 people attended the festival in the centre of Truro.