Polo on the Beach has grown in scale and quality every year since it began in 2007. 2013 saw the event move from September to May in an expanded, weekend-long format.
We worked alongside Watergate Bay to deliver a multi-channel campaign geared towards delivering return on investment for event partners, and ensuring the event was well attended by the public.
The six week period prior to the event was identified as the key window to build awareness.
A very visual event, with a wealth of stunning photography and video available from previous years, creativity in the campaign came from developing engaging, shareable content seeded through earned and owned media channels.
The campaign targeted travel and lifestyle media through diary date sell-ins, event previews, competitions and image-led pieces.
Alongside Watergate Bay we delivered a programme of content-led activity which was tailored to the different media spread across the polo mini-site, blog platforms, email newsletters, programme and social media.
We held a press call before the event allowing press to gather material, resulting in a burst of coverage 24 hours before. At the event, audience participation on social media was encouraged through regular posts and competitions.
Post-event, a review press release was available within 24 hours. Social media activity continued for ten days ending with the release of a short film.
8,000 visitors attended over the weekend, an increase of 100% on 2012.
The campaign achieved 85 pieces of coverage with 32.5 million opportunities to view (OTV) from publications including Conde Nast Traveller, Vogue, Tatler, Harper’s Bazaar, and many more.
Our competition with Vogue UK attracted 12,500 entries and 18 million OTV.