Events PR: Polo on the Beach
In September 2009 Watergate Bay hosted the third edition of Veuve Clicquot Polo on the Beach.
The client wanted to increase spectator numbers attending the free event and generate ticket sales of the VIP hospitality packages. They also wanted to position Watergate Bay as an innovative, exciting destination, and cross-promote the other brands in the Watergate Bay family.
Strategy
Sponsorship was confirmed just six weeks before the event. With long-lead deadlines passed, we focussed on short-lead print, online and broadcast media to raise awareness pre-event.
We issued a series of news stories to regional media, building momentum in the run up to the event, and running a competition to win VIP hospitality tickets.
Implementation
National media interest was sparked by contrasting the “culture clash” of Watergate Bay’s relaxed surf culture with the preconception of polo as “elitist”.
We arranged press trips with quality consumer magazines and held a pre-event media call targeting broadcast media. On event day, we ran an on-site press office for attending media, and maximised post-event coverage with a fast turnaround of press material.
Results
The campaign generated 74 pieces of print, broadcast and online coverage with an advertising value equivalent (AVE) of over £115,000 and reached a cumulative circulation/audience of 21.2 million people. Based on AVE figures alone, the campaign produced a return on investment of £27.75 for every £1 spent.
Over 3,000 spectators attended – an increase of 35% from 2008. The VIP hospitality packages sold out 10 days before the event.
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