Scarborough’s Open Air Theatre is the largest in Europe (since Antiquity) and the original was built by Scarborough Corporation in the 1930s. The last concert to be held at the Open Air Theatre before it closed in 1986 was James Last and His Orchestra. This year the giant stage on the lake continues to play host to some of the biggest names in the music industry.
Scarborough Borough Council wanted evvnt to help market their summer music programme at the Open Air Theatre, as well as their Filey Food festival and National Armed Forces Day.
Our case study focuses on the Olly Murs concert who was supported by Connor Lawlor and Diana Vickers:
The triple-platinum selling star first appeared at the outdoor venue last year and enjoyed the Scarborough experience so much he vowed to return. That promise has been kept and his fans will be able to enjoy the full ‘Olly experience’ on Thursday 6 June, after the end of his huge 2013 UK arena tour and before he goes on to support Robbie Williams as special guest on his European Stadium tour.
In just three years, Olly has crafted three albums, which have produced four number one singles (including the platinum-selling Dance With Me Tonight and latest number one smash hit Troublemaker ft. Flo Rida), and a further three Top 20 hits. His first album ‘Olly Murs’ (2010) has gone double-platinum and second album ‘In Case You Didn’t Know’ (2011) has gone triple-platinum.
We published their event to over 40 event sites and watched as the sites supplied live links – submitted sites go live within 24 hours to 7 working days.
We distributed their event across all relative platforms as well as locally, nationally, globally and socially with a total site reach of 41.7 M!
We wanted to reach the required number of participants to the event, that is why we made every effort to broadcast it on a wide network composed of 12 targeted sites, 11 global sites, 12 national and local sites and 4 social sites.
The following images are examples of the event listed on targeted listing sites:
Click on the logos below to view listing results:
We can grow your audience reach and achieve better natural search. The publishers who we work with can expect to appear on the first page of Google, when searching for Scarborough Open Air Theatre- Olly Murs we reached 20% coverage on the first page of search and continued to deliver coverage on pages two, three, four and five.
Social engagement and interaction became an important part of the post publishing as we started to look at how to engage with consumers though ‘likes’, shares’, ‘tweets’, ‘retweets’ then lastly through visuals and pinning.
To be as transparent as possible, evvnt always sends a detailed report to each client.
Broadcast results: Total number sites the event has been submitted to, depending on the category, location and the level of targeting required for the event.
Audience reach: See how many people can see the event including aggregated total unique users globally and estimated to the event. We also document sites that pass content on to mobile apps.
Detailed reporting: A click tracking report with a summary of the events performance is activated and supplied within the product segmented by url type and the site delivering traffic.
Key figures:
65% of live links
20% coverage on Google’s first page
Listing on 24 mobile apps
Active in all 5 major search engines
We can make this happen for your council.