The challenge:
Business Showcase South West (BSSW) is the biggest event of its kind in the region, but journalists were resisting approaches for three reasons. Director Jamie Breese had successfully secured a media partner, which put off other publications. BSSW was seen as a commercial event and journalists were focusing on the General Election.
Approach:
Determined to gain coverage for BSSW, to drive attendance, I knew I needed more than the standard news release and phone around. To gain cut-through I used my understanding of journalists and a little creativity to order 10 large cakes with the BSSW advert reproduced in icing sugar and delivered them by hand to target media (total cost £122).
Results:
Business Showcase South West was featured on ITV Westcountry, Made in Bristol TV, Bristol Post business supplement (diary inserts and two double-page spreads), in addition to three BBC Radio Bristol interviews and articles in the Business News series. Media exposure has helped build the brand, and has given added value to event sponsors and stand holders.