Hackwood Art Festival Case Study
Challenge:
Held in the charming grounds of the Hackwood Farm estate, the Hackwood Art Festival exhibits original works of art from budding young artists from across the country
K+R was asked to support the launch of the Festival by generating awareness among the consumer media and attracting influencers to the launch event, all on a very limited budget
Strategy:
- Target key dignitaries to attend event through focused media relations campaign
- Develop features ideas for consumer media to highlight huge spectrum of art on show
Tactics:
K+R set up a pro-active press office which:
- Sent out press releases on the event/artists
- Developed a library of images for media
- Targeted specific features in consumer magazines and national newspapers
- Targeted ‘what’s on’ media to get the date in diaries
- Targeted local TV/newspapers to cover the event
- Invited and organised the media for the launch of the art festival
Results:
12 million OTS during 3 month campaign
Press coverage included:
- Country Homes & Interiors
- Period Living & Traditional Homes
- Hampshire Life
- The Times (T2)
- The Daily Telegraph
- The Knowledge (The Times listings supplement)
- BBC South TV
- BBC website (what’s on)
- Basingstoke Gazette
- Basingstoke Observer
