Effective Communication was given a six month contract to plan and implement a bilingual PR strategy for the fourth Cardiff Children’s Literature Festival (CCLF) 2016, which this year took place from April 16 – 24.
We were tasked with driving the bigger-than-ever Welsh language programme at this year’s festival and with securing coverage with a cross section of media.
Effective supported the festival team and event partners (Literature Wales, Cardiff University and National Museum Wales) in making this year’s the biggest festival yet, with over 50 events running across two weekends for the first time in its history.
STRATEGY AND TACTICS
Effective held regular team brainstorming sessions internally as well as regular update meetings with stakeholders at Llenyddiaeth Cymru/Literature Wales and Cardiff University.
Aims were to:
- Source and place author profiles
- Draft and place ‘How to..’ become a creative writer/tell a story pieces, featuring tips and advice ahead of key workshops, to help promote them
- Liaise with Welsh celebrities, including Martin Sheen and Cerys Matthews, and prominent business figures to ask what they were reading as children and what they read to their own children
- ‘Family Day Out’ review – we sourced a family case study to speak about their experiences at previous CCLFs
- Similarly, we sourced three generations of a family to discuss their reading habits
- A-Z of the CCLF
All features included a prominent festival mention and appeared on family pages and within arts and ‘What’s on’ listings and supplements
Further concepts to achieve coverage within a range of sectors included:
- ‘How to most creatively store your children’s books’ – storage solutions (Interiors / homes)
- ‘Ten books every child should read’ (Arts)
- ‘Top tips to make the most out of reading time with your child’ (Parenting publications)
- ‘Why reading matters’ (Education)
Effective liaised and linked up with media to run competitions and ticket/book bundle giveaways.
The festival team visited local schools on World Book Day (March 3rd) to award ‘best dressed’ prizes. We also used this as an opportunity to promote the free schools sessions during the festival.
While Effective’s brief didn’t incorporate social media, we liaised with Cardiff Council’s events team who were running them and contributed heavily over both weekends of the festival.
OUTPUTS AND OUTCOMES
Young literature fans helped make the fourth Cardiff Children’s Literature Festival a resounding success, with in excess of 5,000 ticket sales – which is more than combined sales for the last three years.
The campaign generated 16 print articles, 43 pieces of online coverage including 21 listings and 4 broadcast interviews and items. All coverage generated a total reach (circulation plus monthly visitors plus viewer/listener figures) of 459,694,477.