Background

Our client was a charitable organisation which received Scottish government funding to organise the Scottish Tides-Polish Spring festival, targeting the Polish community in Scotland. The event took place as part of the Homecoming Scotland 2009 and Polska! Year celebrations.

Challenge

It was essential that Poles living in Scotland as well as in other parts of Britain and in Poland got to know about the Perth-based festival and be encouraged to visit. The most important task was to ensure good attendance at the festival, i.e. promoting comedy shows and gigs such as Kult, Warsaw Village Band and Ani Mru Mru and Łowcy.B. In fact a number of artists performed in front of 1500 people on their day of performance.

What did we do?

We carefully selected the right promoters for the festival, including media patrons. We planned and negotiated the patronage, monitored the cooperation, planned the advertising campaign in the press and online and gained a considerable amount of advertising space in barter. We translated all English text for the Polish page of the event’s website and copy for the brochure, press adverts and Internet banners. We found a sponsor for the event and coordinated sponsorship activity. We prepared four attractive press releases, for the Polish media also, on the cultural events taking place at the festival. We distributed these to the media, including the Polish print media and kept generating further PR publicity. We organised interviews with the lead singers of Kult, Warsaw Village Band and other artists. We ran media competitions, where those participating could win tickets to festival events. We placed event announcements in Polish media, cultural event time tables. In addition, we responded to journalists’ questions and provided them with exciting texts, graphics and video materials.

Outcomes

Over 300 positive pieces of coverage about the event appeared in both the Polish media and UK media. During the whole four months of the festival, more than 5000 Poles attended the event.