2. Brief
AIM
Carswell Gould was asked to organise and deliver the Miss PSP Southampton
Boat Show 2008. The strategy intended to use the event as a marketing
vehicle to speak to new markets and increase awareness for the Boat Show
across the South.
TurnAround TIMe 2 Months
ToTAl BudgeT £17.5k
ouTCoMe
With an integrated marketing communications campaign, Carswell Gould
targeted younger people and their families living in Southampton and
Bournemouth in order to generate interest and entries to the competition.
We implemented outdoor advertising, face-to-face communication, online
and viral marketing and plenty of PR to get people talking. At the Show we
organised a bigger, better and more visible event that got exhibitors and
the general public involved.
resulTs
e-MAIl MArkeTIng 3.5k people
ProMoTIonAl Flyers 2k people
ProMoTIonAl sAshes And T-shIrTs hAnded ouT 100 people
grAde-A ouTdoor AdverTIsIng sPACe 2.5m2 in city centre
hIgh-vIs FACe-To-FACe CoMMs Hundreds of people
MulTIPle Press releAses Over £35k EEV
hIgh-vIs BAlloon releAse City Centre on a Saturday
PuBlIC relATIons Benefiting show exhibitors
on-dAy enTerTAInMenT Adding value to the show
3. Who’s Your Miss PSP?
AIM
To organise and deliver a successful Miss PSP Southampton Boat Show 2008,
to raise awareness of the contest and to introduce the Boat Show to a new
and wider audience, via a sustained campaign of interactive, community and
face-to-face marketing tactics. To organise events at five key stands around
the Show for the girls, to ensure maximum exposure for the event itself and
to further drive home the message that this is not just a “Beauty Pageant”. To
maintain good relations with the finalists and ensure all turned up on the day.
ouTCoMe
Through a combination of flyers, stickers, advertising and face-to-face
marketing at Cowes during race week, on the beaches of Bournemouth and
in the parks of Southampton, there was a record entry for the competition
with more than sixty girls entering online and thousands more voting for
them. Helping to raise awareness even further, prior to the Boat Show, the
10 finalists celebrated 40 years of the Show at Southampton, with a launch
of 400 balloons at The Bargate.
Pre-Show and post-Show publicity was recorded editorially in local press
(in print and online) and on local radio.
We have listed the equivalent advertising cost for all coverage
and its estimated editorial value at standard industry rates.
dATe 04/08/08
PuBlICATIon/loCATIon Daily Echo/Carswell Gould Office
ConTenT Flyers/Adverts/Window Stickers
4. Boat Show Website
AIM
Integrate face-to-face and traditional channel marketing to tie in with
bespoke online content. Collect data and generate ticket sales.
ouTCoMe
Using existing technology and working hand-in-hand with the BMF we
developed entry forms and online strategy. After promoting and receiving
over sixty entries 10 girls were short-listed to appear on the website with
profiles. Using e-mail marketing and traditional media, we drove people to
the site to vote and also to buy tickets to see their favourite girls “in action”.
Thousands of people accessed the site who previously may not have done.
We received thousands of votes. Unfortunately, due to technology restrictions
we were unable to track ticket sales, collect voters’ e-mail addresses which
we would advise doing if the campaign is repeated. In addition, there was a
lack of a direct link from the home page. Our vision would be to integrate
the campaign much further and we believe this is where we can
dramatically improve ROI.
dATe Ongoing
PuBlICATIon PSP Boat Show Website
ConTenT Introduction to Miss PSP and Online Voting Form
5. Miss PSP Sashes
AIM
To be handed out to potential contestants in pre-Show publicity, to be
worn by the finalists at the Balloon Launch and during the Show, to help
raise awareness of the event. The winner to wear the red sash.
ouTCoMe
High visibility pre-Show (people walking around town centres proudly
wearing them) and during the Show (girls going from stand to stand
through crowds), ensuring head-turning wherever it was worn. Post-Show,
the sash on the winner’s photography ensures longevity of the message.
dATe 20/09/08
loCATIon Miss PSP Southampton Boat Show
ProMoTIonAl ITeMs Sashes for Contestants and Winner
6. Title in here
Promotion, Organisation & PR
subheading in here
AIM
To increase awareness of the PSP Southampton Boat Show and specifically
AIM
to encourage entries for the Miss PSP Southampton Boat Show 2008 contest.
To createdoloremaround the event and to get people talking about it all
Acidunt a “buzz” nulla faccumsan euip eugue facinibh et adit aute
along the south coast. Branded promotional flyers ex exercipsummy nim
conulput delis nostrud dolobor summodiam del were handed out by
CG staff ad models ent were wearing branded t-shirts.
venisim andenim ingwho adipsum zzriustinim zzrillum euiscin etumsan
henim eum aut utem quisis am, veliquat. Giamcommy nonsequ ipisit et,
ouTCoMe tie min henim inciduip ea faccumsandit et lam, conse ea feu-
sum ipsustie
Received a warm welcome at Cowes Week as well as in Bournemouth
gait, consenim dunt acipsummy nullametum nos aliquat lutat lummodipis
and ing estrud dignit vendre veliquat.
el utSouthampton. Thousands of people were exposed to the promotion
as the branded items were handed out to potential contestants.
This resulted in front page coverage in Southern Daily Echo and
ouTCoMe
a video on the online version of the paper.
Acidunt dolorem nulla faccumsan euip eugue facinibh et adit aute
dATe
conulput delis nostrud dolobor summodiam del ex exercipsummy13/08/08 nim
PuBlICATIon ing ent adipsum zzriustinim zzrillum euiscin etumsan
venisim ad enim Southern Daily Echo (circ: 39,174)
ConTenT
henim eum aut utem quisis am, veliquat. Giamcommy nonsequPage Article
Front ipisit et,
equIvAlenT AdverTIsIng CosT
sum ipsustie tie min henim inciduip ea faccumsandit et lam, conse ea feu- £600
esTIMATed edITorIAl vAlue
gait, consenim dunt acipsummy nullametum nos aliquat lutat lummodipis £3600
el ut ing estrud dignit vendre veliquat.
CoverAge
dATe Data in here
PuBlICATIon Data in here
ConTenT Data in here
8. Promotion, Organisation & PR
hampshire society Boat show Feature
dATe September 08
PuBlICATIon Hampshire Society (circ. 29,000)
ConTenT Double Page Spread
equIvAlenT AdverTIsIng CosT £1080
esTIMATed edITorIAl vAlue £6480
9. Promotion, Organisation & PR
sign-ups in southampton & Bournemouth
dATe 26/08/08
PuBlICATIon/sTATIon Southern Daily Echo & Bournemouth Radio
dATe 26/08/08
ConTenT Article, Video & Radio
PuBlICATIon Southern Daily Echo & Bournemouth Radio
lInk Carswell Gould News
ConTenT Article, Video & Radio
equIvAlenT AdverTIsIng CosT Print: £450 Radio: £100
lInk Carswell Gould News
esTIMATed edITorIAl vAlue £2700
vAlue Print: £450 Radio: £100
10. Promotion, Organisation & PR
Finalists’ Profiles
dATe 05/09/08
PuBlICATIon Southern Daily Echo
ConTenT Full Page Article
equIvAlenT AdverTIsIng CosT £775
esTIMATed edITorIAl vAlue £4650
12. Promotion, Organisation & PR
regional Press
Using knowledge of local press, CG placed articles on two
finalists in their home press of Bournemouth and the Isle of Wight.
dATe 12 & 18/09/08
PuBlICATIon Bournemouth Echo (circ. 32,441)
Isle of Wight Gazette (circ. 38,492)
ConTenT Article
equIvAlenT AdverTIsIng CosT £195.50
£159.60
esTIMATed edITorIAl vAlue £1173
£957.60
13. Launch Event
Balloon release in southampton
The ten finalists were used in pre-Show publicity, at a launch of 400
balloons at The Bargate, to celebrate 40 years of the Boat Show at
Southampton. The promotional fliers and sashes were again handed out
to the crowds raising awareness of the Miss PSP Southampton Boat Show
event and to encourage people to go online and vote for their favourite
finalist. Ocean FM and Southern Daily Echo attended and SDE recorded
interviews of all 10 girls for the online version of the paper.
dATe 06/09/08
loCATIon Bargate - Southampton City Cenre
ACTIvITy Balloon Release
ProMoTIonAl BAlloons
We took the opportunity to add further value to our work (within the original
budget) and integrated a ticket discount/give away via the balloon launch.
All the balloons had discounted ticket vouchers inside, thus spreading
the word further. We specifically requested and used biodegradable balloons.
14. Launch Event
Balloon release in southampton
dATe 11/09/08
PuBlICATIon Southern Daily Echo
ConTenT 1/4 Page & Video
lInk Carswell Gould News
equIvAlenT AdverTIsIng CosT £450
esTIMATed edITorIAl vAlue £2700
15. At The Show
Around The show
The contestants visited the following stands:
• Hanse
• RYA
• PSP
• H20 in association with Calshot
• Topper
• Fairline
At each stand they performed a Boat Show-related task. At the same time the
compère relayed their progress and presented to the crowds that gathered.
Everywhere the contestants went, they created a fun and exciting atmosphere
for the exhibitors and the public adding value to the Show as a whole.
dATe 20/09/08
loCATIon Miss PSP Southampton Boat Show
ACTIvITy Tasks at Stands
16. At The Show
on stage
The culmination of the day’s activity was “The Final” - live on stage. We
organised high profile judges and our Miss England compère took the 10
girls through their paces, one by one. The script was pre-approved and the
girls each had an opportunity to answer questions and talk to the general
public. We also handed out Thumbs-up Thumbs-down signs so the crowd
could let the judges know exactly how they felt. Every girl had a large
contingent of supporters who were vocal and added to the atmosphere.
When the winner was finally announced, she was crowned on-stage before
being taken for a champagne reception and photo shoot on Fairline’s stand,
on a top-end luxury powerboat.
dATe 20/09/08
loCATIon Miss PSP Southampton Boat Show
ACTIvITy The Catwalk
17. Following The Boat Show
dATe 22/09/08
PuBlICATIon Southern Daily Echo
ConTenT 1/2 Page Article & Video
lInk Carswell Gould News
equIvAlenT AdverTIsIng CosT £775
esTIMATed edITorIAl vAlue £4650
noTe The estimated editorial value does not take into account the three
videos. However, the videos totalled 3 minutes and 37 seconds and were
hosted on the Echo site, accessed by thousands of people every day. On
top of that, they were heavily promoted as can be seen on the left.
