ART COUTURE PAINSWICK

The Brief

We worked with remarkable local charity Art Couture Painswick helping to deliver their seriously wacky and wonderful bi-annual wearable arts festival. Art Couture Painswick has really made a name for itself and is a recognised skills provider and platform for incredibly talented artists and entrepreneurs. Leapfrog set the PR wheels in motion through identifying story angles and setting up a timeline of content suitable to target local and national media.

Objectives

Achieving as much local and national coverage as possible, attendance of relevant VIPs and social media updates before and during the day.

 

 

Strategy

 

Regular media relations and liaising with journalists helped us secure press coverage in target publications and ensured the Festival was on the radar of bloggers and journalists in online, print, TV and radio. We invited these people to attend and looked after them in the lead up to the festival, prepping them with maps, itineraries and free press passes so that they could organise their day and prepare for the best photo opportunities.

Tactics

Looking after the media

The day arrived, and having someone on hand to facilitate the journalists was imperative to ensuring optimum post- event coverage. We made sure that journalists knew where they were going, had a secure place to leave their belongings and equipment and were fed and watered throughout the day.

We also facilitated the setting up of a time-lapse video for the body art section, witnessing the amazing transformation of the body art models over a six-hour period which was a brilliant piece of digital coverage and a credit to the talent of all the artists and models involved.

We received coverage in London-based bi-annual fashion and textiles magazine Visuology, BBC Radio Gloucestershire, Heart Radio, SoGlos, Stage Talk Magazine, Stroud Life, Gloucestershire Echo, Gloucester Citizen, Cotswold Life Rock the Cotswolds blog, and Wilts Glos Standard.

Being social

In the months leading up to the festival Leapfrog were responsive to Art Couture Painswick social media and posted photos from previous festivals in the countdown to the day. We also used Twitter to communicate with journalists, highlighting the body art category and other aspects that were unusual and quirky to gain their attention and get them to attend on the day.

Throughout the Festival we kept an eye on the festival hashtag and the Art Couture Painswick Twitter in order to like, respond and retweet content. Photos and videos were also taken and shared from our own Twitter on the day to show events as they happened. These photos were supplied to various media outlets and radio for them to use on their own social media feeds.

Results

 

Thousands of people flocked to the post-card worthy streets of Painswick on Sunday 17 July to witness the extraordinary wearable art, listen to local music and sip Pimms in the picturesque churchyard.

We were delighted to sponsor the body art category, aptly named ‘Food for Thought’, and winner Karen Harvey was awarded her prize money for her One Bad Apple creation by Managing Director Felicity Read.

All the Leapfrog team were there on the day, hosting media, serving afternoon tea to clients, meeting new contacts and having a thoroughly enjoyable day.

The streets were transformed into a riot of colour as talented artists showcased their work to festival visitors and judges on the catwalk and in parades around the grounds.

Performers and musicians adorned pavements treating guests to live performances all day including mime and swing dancing.

See an example of the press coverage by clicking on the link below.

Click Here