Consumer PR + Marketing

Winter Skate

Winter Skate glided into Birmingham’s Centenary Square for the first time in 5 years and brought in Big Cat to handle the PR and marketing.

Client

 

Objective

  • Promote the rink to regional press, online and in print
  • Help raise awareness and increase footfall
  • Assist with events and promotional offers
  • Secure partnerships with local businesses

Delivery

  • Media liaison to raise awareness of the rink to drive footfall
  • Supported promotional activities and events
  • Devised promotional events and stunts including an Ice Sculpture and Movember event
  • Contacted local ‘mummy’ and student bloggers to review the rink to engage audiences for the off-peak slots
  • Organised photography for the rinks events
  • Created partnerships with B2B, education, third sector and art business networks
  • Created three eDM’s tailored to target different industry sectors

Results

  • Coverage appeared in Daily Express, Metro, Birmingham Post, Birmingham Mail and Express and Star
  • Large footfall to the rink throughout the Christmas period
  • Event listed on various listings and events websites as well as consumer reviews on popular blog sites, such as Birmingham Central and Weekend Notes
  • Reviews by numerous ‘mummy’ and student bloggers
  • The ice rink promoted via social media including Birmingham’s Frankfurt Market
  • eDM reports showed successful opening rate of 36%