Food, flowers and famous faces:BBC Gardeners’ World Live and BBC Good Food Show
Celebrating a summer of foodie and floral inspiration with the arrival of two blockbuster shows at Birmingham’s NEC
Back for another year of outstanding gardens and plant displays and a host of feast-worthy food and cookery demonstrations, BBC Gardeners’ World Live and BBC Good Food Show joined forces and returned to Birmingham’s NEC for four jam-packed days this summer.
BBC Gardeners’ World Live offered an unforgettable experience for keen and budding gardeners, with unmissable talks and insight from experts including Monty Don, Carol Klein, Adam Frost, Frances Tophill and Alan Titchmarsh.
Meanwhile, BBC Good Food Show Summer hosted a series of mouth-watering cookery sessions and live demos, with foodie favourites including James Martin, Ainsley Harriot, Nadiya Hussain, Michel Roux and The Hairy Bikers taking to the stage.
2023 marked our fifth year supporting BBC Gardeners’ World Live and BBC Good Food Show, as we were appointed to assist Immediate Live with the PR delivery of both events. The shows are renowned for their fun mix of famous faces, inspiration and shopping, and our bespoke PR campaign was designed to create buzz, build excitement and help drive ticket sales.
Our PR activity for both shows was comprehensive, providing touch-points of support at every level. As well as securing pre-event and on-site coverage, our team managed a busy press office in the lead up to and during the shows. We also coordinated regional press tickets, talent interviews and media competitions to help maximise all PR opportunities.
Ahead of the event, we adopted a targeted and strategic approach to competitions to help secure coverage, drive awareness and increase engagement with the brand. By focusing on a carefully curated list of both influencers and media titles, we were able to maximise the effectiveness of the giveaways and gain higher exposure both regionally and nationally.
To ensure the shows got everyone talking, we also secured high-quality broadcast coverage live and direct from the venue, with BBC Midlands Today visiting BBC Gardeners’ World Live to interview designer Lucy Bravington and show entrants ‘Craig House Cacti’, capture vox-pops and broadcast a live weather forecast. BBC WM also hosted interviews with key show spokespeople including horticulturalist Joe Bagley and expert Dr Louise Newson.
With an audience ranging from green-fingered enthusiasts to the next Mary Berry in the making, our PR activity was designed to establish both shows as a ‘must-see’ this summer. And it did just that, with a 49% increase in coverage from 2022. The campaign secured 210 total pieces of coverage with a reach of 81.7 million, including 12 broadcast pieces and 90 pieces of competition coverage.
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