Promotion of annual Your Wedding Exhibition 2011 (YWE)
Project: Promotion of annual Your Wedding Exhibition 2011 (YWE)
Summary: Simon Morgan, Director of Your Wedding Exhibition (YWE), appointed AVC to lead all promotion for the event - inclusive of press, TV and radio. 2011 is the 3rd consecutive year that AVC has worked with YWE to promote the show.
Background
Your Wedding Exhibition is the largest wedding exhibition in Grampian. The 2011 exhibition saw over 190 exhibitors showcase the finest in bridal wear, wedding cakes, jewellery, cars, photography, flowers, and venues. The exhibition enables each blushing bride, and groom, to organise every aspect of their perfect day.
Summary
Due to 2011 being the 3rd consecutive year AVC had worked with YWE, the PR team took a fresh approach to the tried and tested features/What’s On’s approach and decided a quirky launch stunt would be a key way to entice national press and TV.
The imaginative and unusual idea of a wedding dress made from re-cycled paper bags from last year’s event was decided upon. A member of AVC’s PR team produced the garment and a launch photoshoot was scheduled for the day before the event opening. An open photocall was drafted and circulated around all relevant press inviting them to the photoshoot.
AVC successfully gained national, local and TV coverage with press attendance on the launch day, gaining coverage across the whole country and generating the equivalence of over £25,000 worth of advertising space, however advertising was used to support editorial submissions. For those who were unable to attend the launch photocall, AVC commissioned a top photographer to cover the launch and issued the photography to all relevant press.
AVC also provided voiceovers for both the TV and radio ads.
As a result the exhibition welcomed a record number of 3,200 visitors to the weekend event.
Press Coverage on STV News (Aberdeen and North)
http://news.stv.tv/video/aberdeen-north/stv-news-at-six-north-20110114/
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