Bringing the Tudors on Tour

Manchester Tram 1MB
When Historic Royal Palaces got in touch in search of PR support ahead of the Tudors on Tour arriving here in the North West for the first time, we jumped at the chance to take part in this very Royal occasion.

Objectives

  • Raise awareness of the first time the family festival ‘Tudors on Tour’ has come to Tatton Park
  • Drive ticket sales whilst converting key corporate educational messages
  • Direct consumers to the Tudors on Tour section of the Historic Royal Palaces website

Strategy & Plan

We devised an effective media campaign to create maximum awareness of the event in national, regional, broadcast and online press.

Henry on Tour – Henry VIII would be making a grand appearance at the event, so we brought the (in)famous monarch on tour around the North West in the run-up to the event, creating strong regional photography to ensure we had a news hook pre-event.

Images were captured of Henry visiting local landmarks around Manchester, Liverpool and Chester, including Henry riding the Metrolink tram system, standing outside Manchester United F.C.‘s football ground, and wandering through Albert Dock in Liverpool. These pictures were then issued to national and regional media.

In addition to this, Henry hand delivered scrolls with invitations to the event to influential journalists in the local area to ensure our listing didn’t just sit at the bottom of an inbox, but instead stood out amongst the media.

Blogger Cookery Challenge – to generate pre- and post-event coverage from local bloggers, we targeted a number of NW bloggers based on social influence, blog rankings and online visibility to take part in our Tudor Cookery Challenge. We shared Tudor recipes, videos and sent blogger packs challenging participants to recreate their own Tudor dish, encouraging them to reference the upcoming event in their posts.

Press office – there were four strands to our general press office activity we executed to create a buzz around the event in the local area. We issued a diary notice to all regional media, targeted what’s on and event listings in national and regional press, placed competitions in regional titles, and pitched interviews with Historic Royal Palaces spokespeople to national, regional and broadcast media.

We also held a press day at the event for regional media, with regional news programme ITV Granada Reports even hosting the weather live from Tudors on Tours, and then issued images from the event to local media post-event.

Measurement & Evaluation

We measured the campaign’s success based on number of media hits in key titles, target media, the number of opportunities to see we created, and the overall and cost per eyeballs reached.

Results

  • 91 total pieces of coverage
  • 61,485,540 total OTS
  • 8,780 eye balls per £ spent

Results

91 total pieces of coverage
61,485,540 total OTS
8,780 eye balls per £ spent