The InExeter Christmas light switch on event 2018

  • image 1
  • image 2
  • image 3
  • image 4
  • image 5

One Voice was tasked with developing a PR, digital & marketing comms plan to support the event with two key objectives; communicate a venue change and a change of day.

The aim was to:

  • Draw families from a wider catchment into Exeter;
  • Encourage families to enjoy, explore and discover the city centre over a full day;
  • Raise footfall during the full Sunday trading day enabling all areas of the city to benefit;
  • Add to the Christmas in Exeter proposition: Thursday Cathedral Christmas Market opening, Friday Christmas Grotto launch, Saturday Guildhall and Sunday, InExeter celebration.

Activity included:

  • Preparing and issuing press releases to local, regional & broadcast media about the event
  • Generate unique and engaging content for the digital platforms 
  • Identify and buy advertising space in key media 

The event was a great success for the city with One Voice generating some strong results.

CAMPAIGN EVALUATION

38

Pieces of coverage achieved

£29,541

Estimated AVE (Excluding ITV Westcountry and Radio)

13.1 million

Estimated Reach


PR HIGHLIGHTS

image 1

Secured two separate visits from ITV, one for pre-event promotion and one on the day with a 2mins round up on the Sunday evening bulletin

image 1

Double page spread in a post event round up

image 1

Multiple online articles promoting the event and a Facebook live of the switch on


SOCIAL MEDIA & DIGITAL RESULTS


MARKETING ACTIVITY

Worked with Radio Exe to maximise the promotion of Exeter’s Christmas offering both pre and post the Christmas lights switch on event.

Reached out to schools in Exeter to promote the light switch on using their comms channels

Prepared and distributed a tool kit containing social media content to city stakeholders and businesses

Worked with Crealy to maximise the Christmas light switch on partnership and extend the event promotion reach – key theme Family at the Heart of Christmas.

ADVERTISING

- Devon Live: Homepage take over (15th) & digital display advertising
- Radio Exe: Media partnership including airtime
- Devon Life newsletter: Sent to 9,500 subscribers

- Print: One Magazine, Exeter Life & Primary Times
- Visit Exeter outdoor sites; Central & St Davids Station, Exeter Airport