parkLIFE

SEEDA required a major launch event for its £18.8m regeneration project that has seen the transformation of a former colliery to a recreational park.

Strategy

We created a two-day celebration for the local and wider community. Initially we undertook research amongst the local public and business communities to study the audience profile and evaluate interests. Based on the results of this we developed ‘parkLIFE’. The theme symbolised the park ‘returning to life’ and also reflected the core wildlife / environmental nature of the area

Marketing

Marketing pre-event activity included bus advertising, outdoor advertising, press editorials and advertising, leaflet drops to the local area, building a dedicated website and the supply of publicity material and posters to TI and Council offices. A special late night music festival was promoted via leaflets and posters at pubs, bars and clubs in East Kent.

Interactive Zones

The event was interactive, fun and educational and there were many sports activities. The launch event consisted of ten themed zones (each acting as a sub-brand of parkLIFE) which acted as key focal points throughout the park. Each zone included a mix of activities, displays, experts, clubs, societies and retail partners. There was also a main arena for displays including Bat and Trap, dressage and Sheep Shearing. The LiveLIFE marquee also kept people entertained with performances from local dance schools and bands. The park played host to several races throughout the weekend including cycling, running and duathlon and monies raised were donated to a local charity. Conservationist and television personality David Bellamy officially opened the park.

Management

Dellar Davies took full management responsibility to seamlessly deliver every aspect of service that was required to deliver the event safely, within budget and to the highest possible standards to cover every potential eventuality.

Results

The marketing campaign had a target figure of 6,500 visitors but over 10,500 people came to the Park opening which was excellent an excellent result for our client and the community in Kent.

Gallery

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