A New Artisan Market Event to Celebrate the Heritage of Pontypool Market Town.
Client
Friends of Pontypool Town
Industry
Tourism & Leisure
Duration
2 Months
Event marketing and promotion
Pontypool has a rich history of market trading, still hosting local goods and services to this day at the indoor market.
Prior to its build in the 19th Century, local traders of meats, cheese and vegetables, together with entertainment, could be found on the Blue Boar Field.
With a secondary objective of celebrating Pontypool’s rich market history, the event was titled Artisan at The Boar Field. Our research went into developing the content and tone of voice for the promotional materials for the event.
Our research aided the creation of promotional materials for the event, influencing the content, style and tone of voice. Pontypool is home to a number of locations of interest to tourists and visitors, so we established the town’s most historic landmarks and tourist must-see features which were incorporated into a map of the town that we designed to encourage visitors into exploring.
The Outcome
Following on from the success of the Christmas event, we ran a Facebook event campaign during the 3-week lead up to the event that generated a significant amount of engagement, targeting Facebook users from the local area and with relevant interests.
Paid event advertising drove 533 users to register for the Facebook event, and accounted for 83% of the total responses (641).
The Facebook event reached a total of 49K people in a 3 week period.
We also sought to increase organic traffic to the event by creating regular social media content that encouraged interaction between visitors and traders, and shared these amongst community Facebook groups. This had the knock-on effect of promoting the Friends of Pontypool Town Facebook page, which gained a significant number of additional likes and followers during the promotion.
Social media promotion resulted in 114 new page likes for Friends of Pontypool Town facebook page in a 4 week period. (up 1325% on the previous period).
Post reach for Friends of Pontypool Town facebook page was 59,734 in a 4 week period. (up 1722% on the previous period).
As part of the event campaign, we wrote press releases about the event that was submitted and published with local media outlets such as The South Wales Argus and local blogging website Cwmbran Life.
Discuss a Project
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