Sydney Tattoo & Body Art Expo
Still needing to sell a lot more tickets with only 3 weeks to go to the event, Polkadot Communications were tasked with an urgent support role. Rising to the challenge, we secured a tonne of mass media coverage and helped get the sales needed.
Executive Summary
The Australian International Tattoo Expo proudly represents the culture of body ink. With over 57,000 visitors annually, this celebration of creativity and art promotes the skills of world-renowned artists in Australia and around the world. The expo is a chance for visitors to meet talented artists, research the different tattoo genres, trends and techniques and make an appointment or get inked on the spot!
The Challenge
The Sydney Tattoo and Body Art Expo approached Polkadot Communications with three weeks to implement a PR campaign to create awareness and to drive ticket sales and attendance on the day of the event. With such a short timeframe, Polkadot Communications focused on news generation, online ‘what’s on’ listings, ticket giveaway offers, radio giveaways and a blogger outreach. Leading up to the week of the event, Polkadot Communications utilised the Expo’s celebrity ambassador for great photo and interview stories within the print, radio and online space. This found coverage in weekend supplements, daily metro papers and popular Sydney commercial-radio programs.
To secure immediate coverage due to the short lead time of appointment.
To promote individual exhibitors and their tattooing expertise.
To set the standard that this is the only event to go to if you are interested in tattoos.
Our Solution
Step #1
Targeted ‘What’s on’ listings for short-lead online and print media and coordination of ticket giveaways.
Step #2
Scheduled interview and photo opportunities with celebrity ambassadors.
Step #3
Secured a television news cross and live radio crosses.
Results
Polkadot Communications was successful in driving pre event coverage and during event coverage including our client appearing on national television.
On the day of the event, media was invited to attend for photo and interview stories, as well as local stories for community news. Polkadot Communications secured Channel 7 news attendance, which featured a news story on the trends of tattoos and body art and was viewed nationally.
The total result of the three-week campaign saw over 50 media clippings across television, radio, print and online. As a result of this overwhelming exposure, the final attendee numbers for the event doubled from the previous year.
The Sydney Tattoo and Body Art Expo subsequently hired Polkadot Communications for three more shows following the success of the PR campaign.
Campaign Stats
- Month #1 – Clippings 10%
- Month #2 – Clippings 20%
- Month #3 – Clippings 35%
- Month #4 – Clippings 55%
- Month #5 – Clippings 85%
- Month #6 – Clippings 95%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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