Harworth Estates: Waverley Gala 2014

Campaign The Waverley Gala
Client; Harworth Estates
Timeline: August 2014

Overview:

Harworth Estates is one of the largest property and regeneration companies in the North of England, owning and managing 200 sites across the UK including the new Waverley development in Rotherham.

In 2013 the company hosted the first Waverley Gala – a community fun day with the aim of attracting new visitors, raising the profile of the business and housing opportunities on the site.

After the inaugural year saw 200 visitors attend, the Harworth team enlisted MK to support for the 2014 event with a brief to manage the logistics of the event and focus on pre-event PR.
Responding to the brief, MK PR set to work enlisting suppliers, entertainment, stall holders for and signing up a charity partner, Rotherham Hospice, who would benefit from the event

PR wise, the MK team produced a targeted media distribution list and a press release providing details of the event and the Waverley Dash (a 5K charity run in its first year) – working with a number of parties including Harworth, property developers and the Charity Of The Year to get it approved and ready to go to press.

The release quoted the Mayor of Rotherham and Harworth’s Development Manager and ensured that relevant key messages remained the focus of all communication.

Radio interviews were also secured with members of personnel from Harworth taking up a 45 minute slot on Sheffileld Live’s Business Hour and on their Community Show.

Members of MK were also on hand on the day of the event, which coincided with the arrival of Hurricane Bertha in South Yorkshire, to handle logistics and manage press in attendance.

Results:

Despite the tropical storm, which didn’t let up all day, over 500 members of the public braved the weather and attended the Waverley Gala, along with photographers and journalists from the local media. On top of this more than 50 runners completed the Dash and were awarded medals at the finish line by the town’s mayor.

Coverage was achieved in more than 20 online, print and broadcast media outlets – including key target publications such as the Sheffield Star, Sheffield Telegraph, Rotherham Advertiser and Worksop Guardian. It also featured in regional magazine’s including Chase and Exposed.