Overview

The Fresh Air Festival was created in response to demand for an event which brought together the choice of outdoor activities available in the local area. 

Through information stalls, trade stands and ‘hands on’ activities for people of all ages visitors were encouraged to ‘have a go’ at a new outdoor activity.

Brief

As event organiser, Plug and Tap’s objectives included:

  • Providing a full event management service.
  • Inviting a broad selection of strenuous and not so strenuous outdoor activities providers to attend, offering activities for people of all ages to take part in.
  • Raise awareness of the activities on offer throughout North Yorkshire helping people to enjoy the great outdoors.
  • Promoting the event in the identified catchment area to attract visitors with a target footfall on the day of 500 visitors.

Project Delivery

As event organiser, Plug and Tap held weekly strategy meetings to ensure all tasks involved with organising the event were completed.  Market research was conducted in the local area to find out the type of activities and stalls that people would like to see on offer.  This also provided an insight into other vital areas of the event such as ticket pricing and the local and regional promotional and advertising opportunities. After gathering this vital research the festival’s brand ethos was established and a visual identity was created for the event. This was used across all display.  To strengthen the credibility of the festival applications were submitted and accepted to become an accredited ‘Green Parks’ weekend event and an official ‘2012 Open Weekend’.  Plug and Tap’s sister company Open Doors Data created a database of potential trade exhibitors and organisations which were contacted using a mix of digital marketing and direct mail to introduce and highlight the benefit to them of being part of the event.  Local business organisations including Rotary, Round Table and Women’s Institute were also encouraged to be involved in promotion of the festival.  A media strategy was created and executed with Press Releases and interviews with local media and a strong online presence created through a website and social media.  Early bird tickets were sold at the Discovery Zone at the Great Yorkshire Show.

Outcomes

  • 48 diverse companies exhibited at the event including canoeing, simulated rock climbing, and Nordic walking
  • 15 companies placed inserts within goody bags. These were given out to the first 250 people attending.
  • Sponsorship from local companies.
  • 750 people attended with Cllr Seymour, Chairman of North Yorkshire County Council and Rosie Page (daughter of Alf Wight, AKA James Herriot) officially opening the event.
  • Media coverage in local newspapers, magazines and on local BBC and commercial radio.

Testimonials

  • “John and I both enjoyed our visit to the Fresh Air Festival. It was good to see so many different activities.” Cllr Seymour
  • “Wow, hot day! Was great fun drumming outside with the children dancing.” Rod Kirk
  • “It was great to see the children enjoying our ‘energy bike’.” Peter Hale
  • “It was a great show and a shame if you weren’t there!” David Tucker, local journalist
  • “We enjoyed the day and had quite a few people enquiring about the WI.” Laurence Anderson

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