In August 2022 Player1 Events tasked us with helping them reach a wider audience for their B2C ticket sales in the lead-up to their flagship gaming event, the Insomnia Gaming Festival. We were asked to create a strategy that would help boost ticket sales and increase awareness of the event with UK gamers and potential event attendees.
We formulated a two-pronged PR strategy that would target two key audiences for the Player1 Events team. We decided that instead of creating a catch-all press release, we would create two distinctly unique press releases – one for the UK gaming and tech press, and one for the press in the local Birmingham area. This strategy was designed to capture both national UK gaming fans that would travel long distances for the event and local Birmingham families, especially those with children interested in gaming, who may have been looking for weekend activity ideas.
In addition to this, we looked to secure a live interview with a BBC radio journalist who travelled to the event on its opening day. The interview allowed the Player1 Events team to showcase the Insomnia Gaming Festival to a wider, non-endemic, audience.
Some of the coverage secured in the lead up to #i69 – including TeamFortress.com, ENUK, and local Birmingham event guide websites.
We targeted a variety of outlets including;
- Tech outlets interested in the exclusive reveal of the Intel Arc graphics cards taking place at Insomnia Gaming Festival
- Esports outlets interested in either specific tournaments at the event, or a general interest in UK esports
- Specific interest outlets such as cosplay news websites that may have been interested in the Assassin’s Creed Anniversary Cosplay Contest
- Local press interested in promoting the event as something to do at the weekend when visiting Birmingham
The campaign saw an estimated audience of over 3 million people, as well as a live BBC radio interview.
We believe that PR should be targeted and effective, with strategies that are designed to help move the needle and achieve business objectives. If you’re interested in chatting with us about how we can help tell your story, reach out to us at firstname.lastname@example.org