Winter Wonderland in Hyde Park, London, provides a spectacular festive tourist destination with something to excite people of all ages. The event boasts some of the biggest and most popular attractions in the capital each festive season, with music, thrilling rides, German Christmas markets and Santa Land. Winter Wonderland is now regarded as THE festive event in the capital and No. 1 Christmas attraction.
FMG managed all the PR for the tourist attraction in addition to the celebrity launches – inviting and securing various attendees including: Prime Minister David Cameron, Rod Stewart, Tom Cruise, The Beckhams, Gwen Stefani, Girls Aloud, Cara Delevingne, Kate Moss, Elizabeth Hurley, Kelly Hoppen, Katie Price, Elton John, John Terry and Frank Lampard, to mention just a few.
FMG managed the PR on behalf of AEG Live for four years. Below is the sample of media results from the 2011 event:
Over 1600 pieces of media coverage secured
Total Equivalent Advertising Value To Client (EAV) – £33 MILLION
Total PR Value To Client: £99 MILLION
Total number of newspapers/magazine print pieces – 780
Total number of TV broadcast pieces – 50
Total number of online media pieces – 620
Total number of radio pieces – 150
Total Combined Audience Reach and Circulation – 900 MILLION
Print Media Highlights
The Evening Standard
Metro and many more.
TV Media Highlights
ITV Dancing On Ice
ITV The X Factor (live segment)
BBC Breakfast weather
ITV Daybreak weather
BBC – Blue Peter
Channel 5 News
…and many more.
Radio Broadcast Highlights
BBC Radio 1 – Live inserts into Radio 1
BBC Radio 5 – Live OB broadcast
BBC Radio 2 – Live inserts
LBC Radio – Live inserts
Heart FM – Event talk ups
Magic FM – Event talk ups
…and many more.
Audience and Footfall
The footfall of attendees increased from less than 1 million to over 3 million during FMG’s time on the account, with media coverage being a significant driver in public awareness and visitor numbers to the annual event.
Winter Wonderland Hyde Park was awarded “Best Consumer Event” award by Visit London.