Park Lane Fan Zone | Sunderland BID

Park Lane Fan Zone

Park Lane Fan Zone

A successful working partnership with Port of Call, Gatsby’s, Café Purple, Arizona and The Point delivered a month-long sports focused event – Park Lane Fan Zone. The event ran from June 10 to July 10, 2016 in Park Lane.

A giant 20-metre-high screen was erected in Park Lane with deck chairs around to sit down, relax and enjoy the action. Sports fans were able to watch everything from the EURO 2016 games and Wimbledon to Glastonbury and the F1.

Businesses reported a huge success on the event. 400% increase in sales when England were playing and 10% to 20% increase for all other matches.  The increase in spend, dwell time and visitor numbers at the 5 venues has been also reported.

MARKETING, PR & COMMUNICATIONS

Sunderland BID produced a Marketing, PR & Communications strategy for Park Lane Fan Zone. The aim of the strategy was to promote the event using a variety of marketing channels to increase footfall, dwell time and vibrancy in Sunderland City Centre.

PR

 

Sunderland Echo, NE Connected, NECC, BBC Local Live, Sun FM, Capital & Heart Breakfast, BBC Look North - 2.6 million audience reach

Print

7000 x A5 double sided flyers
50 x A3 posters
2 x large banners

Digital

Sports Fanzone page on ‘Experience It Here Website’ - 1,548 unique visitors

Media
Sun FM website
Vibe Magazine

Sun FM radio campaign
Sun FM website – 980 page views
Vibe Magazine - distributed 125,000 copies

Social Media

5 x boosted posts on Facebook - Reach 20,242, engagement 2,213
Facebook page – 800+ page views
Other posts on Facebook – Reach 72,486, engagement 15,468
Twitter – 87,894 impressions, 2,815 engagements, 351 retweets
Sunderland Now posts – video post reach 34,577

Related News