Gig in a Cave

Client / Sector :

Visit Wales

Target market :

General public in Wales

Deliverables :

Artist liaison – booking, briefing and management

Event logistics – appointment of event company and venue liaison

Media relations – pre and post-event PR and interview management

Creative – event poster

Copy writing – website, winners emails, Visit Wales and partner toolkits

Project Overview :

Since 2016 Wales’ tourism efforts have been based around a theme. 2020 is the Year of Outdoors, encouraging visitors to let the outdoors in. Cowshed was responsible for the media launch. Our moment needed to showcase the very best of Wales’ outdoor offer and secure quality media coverage, drive web traffic and encourage social shares.

Wales is renowned for its breathtaking mountains, industrial heritage and for being the land of song. So we mashed these together and put on a music concert in an underground slate cavern in Snowdonia National Park. To make it that little bit more unique, the event took place over St David’s Day weekend on the leap day. Music-loving, prize drawer winners watched some of the best music coming out of Wales right now from a network of trampolines.

Were we mad? Maybe.

January 1, 2020

Awarded Contract

Campaign starts

February 29, 2020

Campaign launch

Campaign launch

February 29, 2020

Campaign end

Gig in a Cave

Client / Sector :

Visit Wales

Target market :

General public in Wales

Deliverables :

Artist liaison – booking, briefing and management

Event logistics – appointment of event company and venue liaison

Media relations – pre and post-event PR and interview management

Creative – event poster

Copy writing – website, winners emails, Visit Wales and partner toolkits

Project Overview :

Since 2016 Wales’ tourism efforts have been based around a theme. 2020 is the Year of Outdoors, encouraging visitors to let the outdoors in. Cowshed was responsible for the media launch. Our moment needed to showcase the very best of Wales’ outdoor offer and secure quality media coverage, drive web traffic and encourage social shares.

Wales is renowned for its breathtaking mountains, industrial heritage and for being the land of song. So we mashed these together and put on a music concert in an underground slate cavern in Snowdonia National Park. To make it that little bit more unique, the event took place over St David’s Day weekend on the leap day. Music-loving, prize drawer winners watched some of the best music coming out of Wales right now from a network of trampolines.

Were we mad? Maybe.

January 1, 2020

Awarded Contract

Campaign starts

February 29, 2020

Campaign launch

Campaign launch

February 29, 2020

Campaign end

Results

  • 18 pieces of coverage
  • 3,938,970 opportunities to see (media and social)
  • 394 prize draw entries, including one from Sweden!
  • 1,765 event page views over two week entry period
  • 100 attendees

More case studies

Caerdydd brifddinas Cymru

Our Address

Cowshed Communication
3rd Floor,
Park House,
Greyfriars Rd,
Cardiff
CF103AF

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