Brief
We conducted a 12 week campaign for the 2010 edition of Veuve Clicquot Polo on the Beach at Watergate Bay to increase spectator numbers and generate ticket sales of VIP packages.
We also wanted to position Watergate Bay as an innovative destination and deliver value for money for the event’s sponsors, using photography to maximise the effectiveness of the PR campaign.
Strategy & tactics
We made the stunning photography from previous events available to download from our online press centre, depicting the clash of cultures between surfing and polo.
A press call enabled photographers to set up shots that would not be possible to achieve on match day. A commissioned photographer was also briefed to shoot images for distribution to media unable to attend.
Outputs
32 images were made available on our press centre, and images from the press call resulted in front page coverage in the Western Morning News on event day.
Our commissioned photographer enabled high res images to be available to the media from the press call and match day. Cornwall Life ran a 5 page feature, using an event image on their cover.
Results
The event attracted a record 3,500 spectators and all VIP tickets sold out, generating 90 pieces of coverage and reaching 12 million people. Of the 53 pieces of print coverage, 79% included photography.
Our work won Gold in the 2011 CIPR PRide Awards in the 'Best Use of Photography or Design 'category.
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