Tall Ships Lerwick 2023 – PR & Marketing
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High-profile publicity, PR and media campaigns for the international Tall Ships Races' visit to Lerwick.

Project Overview

NB Communication was appointed to build awareness and anticipation of the Tall Ships Races, as Lerwick prepared to host the prestigious international event in July 2023. A combination of PR and marketing campaigns, and the development of strong relationships with local and national media led to widespread positive media coverage, UK-wide television broadcasts and unprecedented demand for ticketed events.

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I cannot thank you enough for the help you and your team have provided me throughout this process. The film was excellent and very well received by the BBC. They were so impressed with the young people.

Shelly McVeigh Producer, Alleycats TV

Background

The international Tall Ships Races returned to Lerwick for the third time in July 2023, creating a carnival atmosphere around the town. Shetland Tall Ships Ltd organised a spectacular week of celebrations in Lerwick to coincide with the races, and needed marketing support to raise awareness, build anticipation, and develop strong media relationships. We were delighted to run the PR, marketing and communications for Tall Ships Lerwick 2023 and co-ordinated a 12-month campaign to promote the event and develop media interest locally, regionally and nationally.

Challenge

Shetland Tall Ships Ltd required a clear and effective communications strategy to raise awareness of the event and build excitement, while also providing key information and informing the public and partners about important updates. To maximise the benefit of hosting an iconic event, NB built positive relationships with media partners and ensured effective plans were in place to quickly respond to media enquiries.

Solution

Having built tallshipslerwick.com, NB's team had an excellent understanding of Tall Ships Lerwick and its objectives, and hit the ground running. We co-ordinated a 12-month campaign, sharing news about the event, its sponsors and opportunities for community. It was important to build excitement about music and entertainment, achieved through a co-ordinated campaign of news releases. NB managed a digital media accreditation system and maintained communications with the media.

Services Provided
    1

    12-month communications campaign

    NB co-ordinated a year-long campaign that began with a launch event to mark the countdown to Tall Ships Lerwick. Regular communications and news releases ensured the event remained in the public eye.
    2

    Engaging press releases

    News releases including updates about headline music acts, visiting ships, and street performers were issued regularly to create a buzz around Tall Ships Lerwick, as well as important announcements about key event personnel and sponsors.
    3

    Media accreditation

    There was a high-level of media interest and NB oversaw a media accreditation system to register bona fide media personnel. The process enable us to liaise with news organisations, build relationships and encourage positive media coverage.
    4

    Multi-platform advertising

    NB Communication created compelling copy for print, radio and digital advertising campaigns with clear actions.
    5

    Media relationships

    NB's professional, friendly approach, and clear communication style led to excellent relationships with national, regional and local media as well as production companies working for national broadcasters.
    6

    National broadcast coverage

    NB worked closely with national broadcasters to arrange access to interviewees and filming opportunities. We also worked with a TV production company in preparation for a five-minute segment on BBC's The One Show.

    Results

    Royal visitNB oversaw media management of HRH Princess Royal's visit to Lerwick to witness the spectacular Tall Ships.
    40+Press passes handed to accredited media personnel including film crews, photographers, radio broadcasters and print journalists.
    One ShowNB supported Alleycats TV to create a four-minute package about Tall Ships Lerwick for the BBC One Show, seen by a national audience of millions on Friday 28th July.
    1Fly-on-the-wall documentary TV crew supported.
    15k music fansThousands of tickets for three music concerts sold-out within hours, following high-profile promotional campaign.

    NB's work over 12 months helped Shetland Tall Ships Ltd share important news and deliver a hugely successful event, attended by thousands of people, with widespread positive media coverage.

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