Lancashare
St George’s Day Charity Festival
Held annually in Lytham St Anne’s, the four-day St George’s Day Charity Festival has raised more than £130,000 for nominated charities since 2009.
Appointed to the 2015 Festival, TWA marketing’s brief was to drive traffic to the website, increase footfall to the events and encourage donations to the three beneficiaries.
TWA marketing devised a multi-channelled campaign to target wide and diverse audiences centred around the team’s idea of an official Guinness World Record Attempt – ‘Calling All Georges’
The initiative enabled the agency to appoint celebrity ambassador, George Clarke, engage with other famous Georges, including Boy George and secure raffle prizes and event T-shirts from Dial-a-Flight and George at ASDA.
Through a successful mix of media relations, blogger outreach, e-marketing and social media activity, the 2015 festival reached an audience of 42 million, achieved a 30% increase in festival visitors and secured a 342% increase in funds raised.
In addition, social followers rose by 102%, Facebook engagement increased by 952% and web traffic shot up by 55%, not to mention 119 pieces of media coverage, including national print and broadcast media.
The campaign was shortlisted in the Not for Profit category at the PRmoment Awards 2016.
