Laya Healthcare City Spectacular
Live events create a lot of buzz among attendees - getting existing customers more engaged, and prospects excited about your products and services. The marketing challenge lies in harnessing this excitement throughout the year.
The Client
For the last decade, Dublin & Cork have played host to Laya Healthcare’s City Spectacular – formerly the Street Performance World Championships – Ireland’s largest free family festival. 2015 marked the festival’s 10th anniversary, and Insight Consultants was tasked with creating, implementing, and managing the overall digital strategy for both Dublin and Cork.
The Campaign
Insight’s Digital Team developed a strong online communications campaign aimed at engaging the public, driving online interaction and awareness of the festival, its performers, and surrounding events, and ultimately driving attendance at the festival in both locations.
The Success
The four-day festival was the largest attended event ever recorded in Ireland. The economic impact of the event for the city of Dublin estimated in excess of €30 million. Volume of press and broadcast coverage secured from May to August 2012 accounted for a PR Value Equivalent exceeding €13.5million, derived from 577 press clippings and 192 broadcast hits. Almost 15,000 Facebook fans and over 2,000 Twitter followers.
