This idea is archived

Sponsorship of the Blackpool Illuminations Switch On

Provided by Real and Smooth Ltd
Media first opportunity to own the Radio and Event activity of the biggest family event of the year!

Tell us about the Opportunity / What is it?

As the summer season draws to a close, Blackpool looks forward to long autumn nights bathed in light and colour. Blackpool Illuminations are considered to be the greatest free light show on earth, which entertains millions of visitors each year and brings glowing warmth to even the coldest October evening. Thousands of people go to watch the first illuminating night of the season & the pulling of the switch. The switch on culminates in a great free concert including artists such as Robbie Williams, JLS and Alexandra Burke.

What is the Marketing Objective?

This unique event is a fantastic tool for companies and organisations wishing to raise the awareness of their brand, product or service by getting their message across to millions of consumers in an innovative way.

How does it work?

A sponsor will receive total ownership of the on air coverage across the Real Radio & Smooth Networks with listener competitions to attend the event 2 weeks prior to the day. All activity online for 8 weeks, including a dedicated content section and video coverage with bespoke emails will also be owned by the sponsor. Branding on the giant stage banners is also included as a co-brand with our stations. There is also the opportunity to run your TV ad on the giant stage screens.

Who's used it in the past?

The BBC has covered this event for the past 17 years and this is the first time that there is the potential for commercial activity. This will deliver a true media first! It would be ideal for brands such as Harry Ramsden's, B&Q, EDF, Virgin Trains and NWDA.

Features / Benefits

This is the biggest light switch on in the country and attracts over 100k people to the resort for the party! Sponsorship of this event will be extremely prominent and will provide 100% share of voice, on our stations, websites and at the event itself, providing a sponsor with high brand awareness and engagement. Robbie Williams will be pushing the button this year and so will be a massive added attraction.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kReach 5.515m Adults @ 8.5 OTH plus 15k people at the event
25 - 34
35 - 44
Main Shopper
Kids HH
LocationTimingsMarketing ObjectiveOpportunity Type
North, All Regions03 Aug 10 - 03 Sep 10BUILD AWARENESSEXPERIENTIAL
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