For the third year running, we were tasked with overseeing the PR for BBC Good Food Show Winter at The NEC. Working alongside the show’s marketing and events team, we provided proactive PR support and media relations leading up to and during the show, and provided press office support in the press lounge over the course of the three days.
Similar to the summer shows we supported, our main objectives for BBC Good Food Show Winter were to deliver high levels of coverage across a wide range of media outlets to ultimately drive awareness and ticket sales.
Could we beat this year's challenging KPIs? Could we deliver fresh media angles and secure features on TV and radio?
The focus of our proactive press office was to generate media coverage through talent interviews, creative features, general news stories and show updates, what’s on listings and competitions.
For broadcast coverage, we focused on securing a number of interviews with the celebrity chefs, exhibitors, and the show organisers’ managing director.
We were able to secure interviews in both national and regional print with the likes of Tom Kerridge, Michel Roux Jr and Nadiya Hussain.
PR activity generated 379 pieces of coverage in total with a combined online readership of 280 million. Of that, 14 pieces were broadcast and 11 were national.
As well as widespread regional coverage, highlights included coverage across BBC WM, Black Country Radio, Made in Birmingham TV, Daily Express, Forbes, Bella, i and Closer magazine.