27 September 2017
BBC Countryfile Live brings one of Britain’s most popular TV shows to life across four action-packed days in the grounds of Blenheim Palace, with arena shows, hands-on activities, animals, debates, and food and drink.
House’s campaign BBC Countryfile Live 2017 positioned the event as the summer’s ‘big day out’ – generating and sustaining large-scale media coverage and driving record ticket sales.
We assembled all seven presenters for ‘Have a Go Day’, a bite-sized preview of the main event. The day allowed us to speak to our target media by conducting talent interviews and showcasing exhibitors. As well as allowing presenters and organisers to deliver key messages directly to the journalists, Have a Go Day provided media with a taste of the live event including the chance to try their hand at country pursuits including kayaking and fishing.
Based on sales data from the 2016 event, we knew the best moment to hold Have a Go Day would be six weeks out – enabling the coverage we achieved to have maximum impact on the purchase of tickets. House secured media attendance, co-ordinated exhibitors and managed talent.
The campaign, which took place between February and August 2017, achieved a total of 2,512 pieces of media coverage, and saw ticket sales increase by 20% from 2016.