Case Study
Having been asked to promote the annual dinner of the Confederation of Passenger Transport (CPT) Northern Region and the appointment of its new Chair, we were faced with the challenge of creating ample news hooks to secure regular and detailed media coverage.
The event had become tired and the members jaded, so it was vital to create interest from an early stage to ensure that the event was a sell-out. Using national transport, environmental and economic news as hooks we created a drip feed of stimulating stories that effectively reflected the mission of the new Chair and detailed the forthcoming event.
In addition to the PR support we were in attendance at the event, ensuring that the media secured interviews and photographs and that the sponsors were credited accordingly.
Tickets for the dinner sold out in record time and the trade and other relevant media titles featured the event heavily. As a result, the CPT plans to significantly increase the size of the event in 2009.
Testimonial
We brought Velvet Communications on board to handle PR for the re-launch of our Annual Dinner in 2008 as a result of their successful ongoing relationship with Stagecoach North East. The personal involvement of Elizabeth and her team in all aspects of the plans meant we could be confident of a positive presentation of what was a major leap of faith by the Northern Region of CPT in completely reinventing this important occasion.
The necessity for liaison with CPT in London to ensure consistency with national messages was accommodated throughout; the team was present on the night working with our sponsors and the media to ensure that the event was even more successful than we could have hoped. Subsequent coverage in local and trade media fully justified our confidence.
Robin Knight, Chair of the CPT Northern Region
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