Public Relations Campaign
Objective
Working in partnership with Belfast Tall Ships 2009 Ltd, which had representatives from Belfast City Council, Belfast Harbour Commissioners, Northern Ireland Tourist Board, Department of Social Development, Department of Enterprise, Trade and Investment and the Department of Culture, Arts and Leisure, Happening were tasked with planning a fully measurable Marketing/PR strategy for the Festival which would culminate with the arrival of 40+ Tall Ships, twelve of which were taking part in the Tall Ships Atlantic Challenge. The aim was to attract 350,000 visitors to the city of Belfast over 4 days to a vast range of events and activities that reflected the areas rich maritime heritage as well as showcasing the city as a dynamic modern European destination.
Implementation
Happening PR developed and implemented a comprehensive Public Relations Campaign for the Tall Ships 2009 event and the Belfast Maritime Festival across a number of key sectors including: sailing enthusiasts, “Go as you please” day visitors, short break and city travellers, cruise passengers and local residents. On a regular basis, Happening worked with key members of the Tall Ships team, and marketing and advertising partners to deliver the targets. Happening set up strict measurable plans for each element of the project, with control measures/contingency plans set in place.
Results
Happening secured comprehensive TV coverage for the main event, as well as comprehensive TV update coverage leading up to it, with BBC covering the trainees on sail training. We also secured the services of broadcast journalists to sail onboard the Tall Ships as they sailed from Halifax on the last leg of the Tall Ships Atlantic Challenge. Over 800,000 visitors visited Belfast throughout the four days of the event, exceeding targets by over 100% as a result of this successful PR campaign, allied with complementary marketing & advertising strategies.
Generated over £3m of PR Coverage.
Testimonials
"I would like to pass on my sincere thanks and congratulations for all your efforts in making Belfast Tall Ships 2009 such a successful event. The press coverage helped to promote Belfast in a positive light and attract visitors from all over the province to the Festival, well beyond most people’s expectations but not mine of course!
Well done!"
Dr W G O’Hare
Chairman Tall Ships Belfast 2009
