Event PR and Media Relations

We were delighted when Who Do You Think You Are? Live enlisted Big Cat for a third year running to provide PR services by securing press coverage to drive ticket sales ahead of their live NEC show.

Who Do You Think You Are? Live – sponsored by Ancestry – is the world’s largest family history event. It offers everything from specialist exhibitors, workshops and experts from the biggest names in the business, all to help you learn more about your family's history.

Objective

• To raise awareness of the live show and drive ticket sales before its opening, using family history societies and other exhibitors to talk to media and encourage people to look into their own genealogy.
• To promote the exhibition as an interactive event for visitors with access to leading genealogical experts, informative workshops, over 120 specialist exhibitors, archives and museums, major online resources and the largest gathering of family history societies in the UK.
• To achieve more pre-event coverage ahead of the live show this year

Delivery

• Delivered a “we’re coming” release that was distributed to local media that had up to a 90 minute drive time to the venue
• Identified that Who Do You Think You Are? Live 2017 had some behind the scenes footage from the show which aired on BBC One which would provide an extremely shareable piece of content for online channels to help promote the Show. By seeding under embargo a video clip of the moment celebrity, Danny Dyer found out he is related to a Tottenham Hot Spurs founder
• Organised on the day media interviews with Made in Birmingham TV and Brum Hour
• Media pitching of celebrities involved with national media outlets

Results

This year’s PR and media relations programme was delivered over the course of five weeks which created high impact prior to the show. We secured national media coverage with leading online titles including, the Metro, MSN and AOL while also reaching new audiences in popular men’s lifestyle publication Shortlist. The program reached a combined advertising value of £104,481.11 and an ROI of 35 on the original investment.