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  • British Council - Driving 14,000 Visitors to New Science & Arts Festival
  • British Council - Driving 14,000 Visitors to New Science & Arts Festival
  • British Council - Driving 14,000 Visitors to New Science & Arts Festival
Implementation 
From 18-20 January 2019, the British Council Hong Kong organised the first-ever SPARK: The Science and Art of Creativity, a brand-new festival of ideas. Free and open to the public, the festival took place at Tai Kwun Centre for Heritage and Arts and celebrated creativity across the arts, sciences and education with 37 events presented by 50+ partners from the UK and Hong Kong. We were hired to develop and implement a media and social strategy to announce the festival, communicate its key messages, drive visitor registration and most importantly garner awareness of the event through pre-event, on-site and post-event media relations.

Measurement and Evaluation 
  • 125 items of coverage from the launch on 14-Nov to the festival on 18-20 January
  • Total reach is 101m+ across all items of coverage
  • 17 interviews conducted by top tier publications including RTHK, The Standard, Sing Tao Daily, SCMP, China Daily, CCTV and Hong Kong Economic Journal
  • 51% of coverage included links to the SPARK website, encouraging registration
  • All 3 social media channels grew organically during the campaign period, 1818 new followers in total
  • The social media campaign successfully drove people to the website with 600+ clicks through Facebook alone

Photo credit ATUM Images