The Parking Lot Social; The Ultimate Drive-In Experience

With theatres closed, gatherings off limits and coronavirus restrictions in full force, Christmas 2020 looked a little different. The Parking Lot Social stepped in with festive themed fun events for all the family to enjoy.

The Brief

To launch and promote The Parking Lot Social as the ‘go to’ event of the season nationally and in key regions and to secure widespread coverage across national, regional, family and events media driving sales for each element of the festival. We were also challenged to build awareness of the brand and offering for this event and future ones and to drive ticket sales - ensuring every event was a sell out success.

Our Response

From the launch announcement through to the last event, Carousel provided a strategic press office, drafting and issuing press releases for each region including announcement releases, comedy line ups and family focused releases. Throughout the campaign the team also placed reader competitions in key titles and pitched for What’s On and Christmas listings securing coverage in The Guardian, Cosmopolitan and Evening Standard. Carousel also worked with regional bloggers and influencers to promote the events, offering tickets in return for pre-event coverage and social posts throughout their visits. Ensuring a wide range of coverage from print to online to broadcast was vital and Carousel liaised with the media to organise and set up interviews both prior to the events and on-site, securing coverage with ITV Tyne Tees, BBC Radio Manchester and The Guardian among others.

Pieces of coverage
Total reach

The Results

Carousel operated a hardworking press office campaign, securing 149 pieces of coverage in total resulting in a huge, combined reach of 221 million. Highlights included hits in The Guardian, The Independent, The Observer, Evening Standard and Cosmopolitan alongside numerous regional hits in titles including Secret London, Bristol Live, Wales Online, Manchester Evening News and Liverpool Echo. The team also worked with broadcast media to secure on-site organiser interviews with BBC News, ITV Tyne Tees and BBC Radio Manchester.

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