The Handmade Fair, presented by Kirstie Allsopp, is all about appreciating the beauty of handmade, and learning the skills to become a maker yourself. So, as a PR company that loves to get its hands dirty, The Handmade Fair was the perfect campaign for Rewired.
The Handmade Fair had already enjoyed three successful years at Hampton Court Palace in London so the main objective was launching the event in Warwickshire for the first time, to a new audience and region.
As well as driving awareness through coverage generation, Rewired was tasked with creative experiential activity to grab attention and expose the brand event to potential ticket buyers in high footfall areas.
To drive press awareness of The Handmade Fair brand, we organised a key launch event with a guest list made up of regional press and bloggers, plus journalists who had an enthusiasm for crafts. Three of the artists and makers from The Handmade Fair attended and ran workshops at the event.
Regional connection and consumer engagement
Having carried out external research on the biggest trends in crafting, we decided to associate and combine popular craft trends with regional and iconic destinations, to generate most regional consumer engagement and impact.
The regional and well-known emblem for Warwickshire is the Bear & Staff, so, we commissioned a giant handmade willow bear from renowned willow weaving artist Juliette Hamilton, which went on display outside Bear Tower at the county’s iconic tourist destination, Warwick Castle.
Profiling the artists and makers at the fair, a series of large, hand-decorated eggs were also placed throughout the region at eight key locations over the busy Easter holidays, with social media coverage and competitions for maximum impact and audience numbers.
There was a strong focus on securing interview opportunities for Kirstie Allsopp and the other experts and makers involved throughout the campaign. Relevant magazine interviews were also secured.
- We secured a prime time interview with Kirstie on ITV’s Lorraine show (over 3 million individuals reached daily), as well as regional broadcast coverage with BBC WM, BBC Coventry & Warwickshire and BBC Midlands Today who broadcast live from the fair.
- 112 pieces of coverage in total (37.5% increase compared to target) with a combined online readership of over 1.7 billion from February to May
- 4,298 YouTube views from ‘vloggers’ who attended launch event
- National coverage in women’s lifestyle titles including Sainsburys magazine, Prima, Good Housekeeping, House Beautiful, Country Living, Closer and Sunday Mirror
- 10,106 visitors attended (exceeded target visitor numbers by 41%)