Working closely with media partners, key sponsors and the wider media, Midnight will develop exciting and creative features to create a clear identity for each show. The strategy is to retain interest from the show’s faithful core audience and enthusiasts of all ages, whilst specifically targeting attendance from those unfamiliar with the outdoors through the ‘Love the Outdoors’ marketing initiative. Tactics including roadshows, stunts and competitions will all be used to increase footfall to the event.
Tara O’Brien, senior consultant of the lifestyle and events division at Midnight Communications, will lead the team. Tara said: “We’re over the moon to be working with dmg World Media for the second year running. The team will be bringing a wealth of event experience to this campaign and are fully committed to providing even better results in 2007.”
| |
