Following the successful launch in 2017 of The Handmade Fair outside of London, the Handmade Fair will be returning to Ragley Hall with a brand new show at Bowood House & Gardens in Wiltshire with Rewired appointed on events PR across both locations.
When Rewired was appointed in 2017, the Handmade Fair had already enjoyed three successful years at Hampton Court Palace (where it continues) so the main challenge was launching the brand and event in Warwickshire for the first time, to an entirely new demographic.
Could we replicate its success and establish this UK wide renowned event in a new region, outside of the capital?
How could we attract the widest possible consumer outreach and interest in the new event?
As well as driving awareness through generation, we were tasked with producing creative experiential activity to grab attention in the target demographic areas.
The main message of our campaign activity was the importance of being creative. So, we focussed on combining trending crafts and regional successes to best engage our desired audience.
Strategically our PR activity was focused during the Easter holidays when our target audience was off work and when we generated most engagement and impact.
We maximised press and media interest through creative workshop events and we collaborated with iconic regional institutions to maximise consumer outreach.
Events included felt flower making and distributing large hand-decorated eggs, ranging from 3ft to 6ft tall, around the region, including a hand-painted masterpiece by Annie Sloan, one of the world’s most respected experts in decorative paint, and a delicate suspended wire egg created by wirework artist, Lucy Elisabeth.
A popular social media competition was placed to alongside the egg hunt.
With a strong focus on securing interview opportunities for Kirstie Allsopp and key event personnel, the week running up to the fair was significant for national and regional broadcast.
Held at Ragley Hall, the Handmade Fair Warwickshire was a huge success, exceeding target visitor and revenue number expectations.
PR activity generated 112 pieces of national and regional coverage in total, with a combined online readership of over 1.7 billion. Highlights included broadcast interviews on ITV’s Lorraine, BBC Midlands Today, BBC WM and BBC Coventry & Warwickshire, plus coverage in women’s lifestyle titles through competitions and interviews, including Sainsbury’s magazine, Prima, Good Housekeeping, House Beautiful, Country Living, Closer and Sunday Mirror.
We also created some fantastic partnership opportunities through the PR activity, enabling The Handmade Fair to work closely with a number of established high footfall locations such as Warwick Castle, John Lewis and Touchwood Shopping Centre.