THE PLATINUM EFFECT: How we marketed a start-up festival and sold it out

A brand-new festival launched and took place in Whitehaven this summer, and we spearheaded its marketing efforts.

Whitehaven Alive took place across the 9 & 10th of September with Radio legend Chris Moyles bringing his ‘90s hangover tour on Friday the 9th, platinum-selling pop rock band Scouting For Girls performing to a sell-out crowd on Saturday the 10th, Porsche South Lakes bringing some of their most exclusive vehicles, and over 6,000 people enjoyed the event village on Whitehaven harbour during the day on Friday and Saturday.

We were tasked with launching an attractive festival brand from scratch to help make the event a huge hit – which it was.

With only three months from being engaged until the event took place and with limited previous collateral, we ignited a dedicated team to produce engaging video, graphics and copy to secure the buy-in from journalists and consumers alike.

Knowing that everyone loves a festival, we capitalised on the newness of Whitehaven Alive, by communicating the impressive programme that was pulled together and the impact it was destined to have on Whitehaven itself we successfully reached people from as far as St Ives.

Ticket data revealed there were over 100 festival revellers from more than 200 miles away including guests from Scotland and Cornwall.

 The launch date in June included a quirky harbourside media call that was attended and covered by every media outlet in the county spanning broadcast, print and digital outlets which resulted in over 38% of tickets being sold in the first 48 hours.

 

What we achieved in numbers:

-36 total pieces of press coverage

-6 radio interviews

-4 TV interviews

-Features across Radio X, ITV, and BBC titles

-587.8k earned media reach

-380k owned media reach (festival socials)

-Achieved 100% of the event’s global ticket sales

-Smashed KPIs by 260%

-Helped bring over 6,000 people to Whitehaven Alive across the 9th + 10th Sept

 

“Newsquest Cumbria was brought on board as a media partner at early stages ensuring clarity and consistency of approach and an opportunity to plan a strategic communication plan,” says Joy Yates, Editor of Newsquest North Cumbria. 

“This is what Ollie Hodgson and his Platinum Live team do so well – keeping all partners engaged. And delivery was on point. The content online worked extremely well, and we published print title page leads and spreads with front page blurbs for weeks leading up to the event.

“Whitehaven Alive also elegantly altered programming and paid tribute to the passing of Her Majesty Queen Elizabeth II and broadcast the King’s speech. We are already looking forward to 2023 and collaborating with Ollie and his team.”

John Baker, Chief Executive of Whitehaven Harbour Commissioners said: “The interest, enthusiasm, and support for Whitehaven Alive was tangible. To see so many people and so many happy faces around town and down at the Harbour was a great pleasure.

“Having brought so many people to Whitehaven to celebrate together the event has done the town nothing but good. Just as importantly the amount of positive coverage across local, regional, national and social media leading up to the event and crucially after it has reached a far greater audience than could have been hoped for.

“That has had a massive impact and has created a fantastic platform for the town to build upon in the future.

“Categorically Platinum Live has far exceeded expectations for Whitehaven Alive and the festival can look forward to a bright future with Platinum Live driving the stories around it.”

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