Brief
To devise and deliver a brand engagement event aimed at maximising exposure for the rugby club and boosting their matchday attendances.
Delivery
After discussions with the client we agreed upon an outdoor event for the first day of the 2011 season and approached Leicester City Council about the possibility of using Nelson Mandela Park close to the Welford Road stadium. Navigating a complex set of consultations with residents and stakeholder bodies, including the emergency services, Environmental Health, Park Services, Traffic Management, licensing bodies and even the Civil Aviation Authority, we produced a comprehensive execution strategy. Booking and delivering a wide range of entertainment, including X Factor star Laura White, 12 market stalls, two dance troops, a Rugby Rodeo, tag rugby, unicyclists and a number of inflatable attractions, we attracted GEM 106 as media partners and gained a broad spectrum of traditional and digital coverage across the region.
Outcome
Having enjoyed a high-quality opportunity to engage with over 3,000 fans directly, Leicester Tigers chalked up a record matchday attendance that afternoon and their eventual, aggregate season attendance was boosted by over 40% on the previous year. GEM 106 gained the event exposure of 843,000 and our combined figures reached an incredible 293,927,184.
