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A weekend of polo, ponies and picnics for Team Speed

Blog date

24.09.2018

Author

Nicola Carroll
Associate Director

Every year at this time our lovely client The Celtic Manor host the well-known Polo At the Manor event. The event is a great (and hopefully sunny) day of eating, drinking and having fun with friends and family, while channelling your inner Pretty Woman and getting out there to tread those divots! It’s a great chance to dress up and show off your fashion flare for all to see – you might even wind up winning the best dressed prize.

 

Away from all of the glitz and glamour, Team Speed were tasked with taking an event like this and amplifying it to an audience of predominantly females aged 25-45. The key objective for us fell into two parts, firstly driving ticket sales for Polo At The Manor and secondly, make the resort famous for hosting an event like this. We identified we needed a two pronged strategy of working with regional media and genuine resort fans to drive sales local to the resort and in addition, a way to amplify the event and reach national interest.

Keeping the audience and fashion at the heart of the event, we recruited TV personality and social media favourite Lydia Bright, known for her fashion connections and with a 950k strong social media following to promote and attend the event with her family. Working with Lydia allowed us to reach out to existing resort fans via social media with engaging content from a personality who resonated with them and the Polo event. We adopted a mixed strategy of promoted and organic posts across Facebook and Instagram to make sure this was targeted cost effective.

Lydia also gave the event a broader appeal, allowing us to invite national media to attend the event and securing both pre and post event interviews with the likes of Daily Mail Online and OK! online because of her authentic fashion connections.

 

As well as using Lydia to engage with Celtic Manor Resort fans, we worked with Lydia ahead of the event to engage her own social media following in several posts and videos, shot at the resort, as well as inviting her followers to enter a competition to come to the event and meet her.

 

In addition, we worked very closely with local media, bloggers and influencers to ensure they were drip fed newsworthy content in the lead up to the event to keep it front of mind and in print!

 

National coverage has already appeared in Daily Mail Online, Reveal and Closer with more to follow and several pieces of local coverage across print newspapers, influential blogs and broadcast.

 

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