The BIG 10th Birthday Party was a celebration of a decade of operations for Millennium Point, England's largest millennium project outside of London.
The BIG 10th Birthday Party was the final stage of a year-long, three-stage programme managed by Rewired.
Millennium Point tasked Rewired with the scheduling, management and running of anniversary celebrations to mark 10 years since the opening.
Rewired was also required to generate press coverage, raising the profile of Millennium Point, its tenants and the party's attendees.
Rewired hosted a traditional children's birthday party, featuring traditional party games, cake, candy floss, goodie bags and entertainers.
As an agency, Rewired was were responsible for all aspects of the party including catering, entertainment, guest management, as well as attracting and generating press coverage.
Rewired ran a competition for members of the public to win tickets. People were invited to submit memories and photographs of Millennium Point to a Tumblr site, with the ten best entrants selected by Sir Bernard Zissman, Millennium Point's PR manager and radio presenter Ed James.
Rewired arranged for the ten winners to take part in a photoshoot. Their images were then superimposed into photographs of Millennium Point, with these images used on billboards around the city to celebrate its anniversary.
Millennium Point's BIG 10th Birthday Party took place on 24th September 2011 with over 100 guests in attendance, including members of the press and James and Oliver Phelps, stars of the Harry Potter film franchise.
The PR campaign generated coverage in regional newspapers and their websites, as well as broadcast interviews on television and radio featurng Sir Bernard Zissman, Chairman of the Millennium Point Board of Trustees.
The total equivalent advertising value of the Millennium Point BIG 10th Birthday Party was in excess of £250,000.