How Carousel Introduced Arena’s Ice Rinks to Millions

Ahead of their first full roster of events in a post-lockdown world, Arena turned to Carousel to run a hardworking press office for their seasonal ice rink offering, providing winter attractions for the community and international tourist market in locations across the UK.

The Brief

To drive awareness and ticket sales across Arena’s ice skating events at Scare Skate Manchester, Skate Manchester, Hampton Court Palace and Westfield Winter Village, we were tasked with securing quality regional and national coverage across high-end titles including print, radio, online and influencers.

Our Response

As experts in the world of festivals, shows and events, Carousel got their skates on and sold in regional announcement releases for Scare Skate Manchester, Skate Manchester, Hampton Court Palace and Westfield Winter Village to the media from our little black book of contacts.

This was followed by national announcement releases for Skate Manchester, Hampton Court Palace Ice Rink and Ice Rink at Winter Village, Westfield.

Whilst media and public interest was building in the run-up to launch, Carousel was also drafting guest lists for each launch event, which were attended and managed on-site by the Carousel team. Professional photographers were also appointed to attend the Skate Manchester and Hampton Court Palace launch nights to capture high-quality content for the media.

Carousel pulled together exciting media mailers in personalised boxes and delivered them to regional press in Manchester and London, in addition to liaising with media to organise interviews with BBC Radio Surrey & Sussex and Manchester TV. The team also secured a competition opportunity with BBC Radio Manchester.

As part of Carousel’s influencer approach, the team actively outreached to the press and influencers to invite them for complimentary skates in return for coverage.

Over 538m
Total reach
Total AVE
Total pieces of coverage

The Results

Carousel secured a total of 159 national, regional, social media and influencer pieces of coverage.

Highlights included coverage in Time Out, Evening Standard, My London, Glamour, Metro and Visit England.

Need help selling out your event? Click here.