The Campaign

HeadOn PR was approached by a local Gloucestershire blood charity, Linc, and the Friends of Imperial Square, Heritage and Conservation (FISHAC), to help plan, organise, host and promote The Grand Coronation Ball in Cheltenham. HeadOn PR’s time was pro bono and it was the first time the event was ever held.

The Ball’s purpose was to raise much-needed funds for the blood cancer charity as well as a donation to help restore the ornamental entrances and railings around Imperial Square Gardens in Cheltenham. Named in honour of the coronation of King Charles III, the event took place on Saturday 3rd February 2024 at The Queens Hotel, which also generously donated use of its Regency Suite for free.  

HeadOn PR was on the Ball planning committee and also responsible for the publicity to help drive ticket sales, build up excitement, and continue awareness after the event. The aim was to attract well connected, high net worth individuals and business owners in Cheltenham, the Cotswolds and Gloucestershire to the event, to help spread the work and accelerate fundraising.

The Results

– Event was a sell out
– All 120 tickets sold out in weeks
– £11,000 total raised

HeadOn delivered a joined-up press and social media campaign, building brand awareness among the sweet spot market, and driving traffic to a landing page to purchase tickets. All 120 tickets were sold out in weeks, despite the Ball being held shortly after the festive season.

HeadOn PR secured over ten piece of press coverage including interviews on BBC Radio Gloucestershire and Cotswold Radio, several pieces in Gloucestershire Live and the Gloucestershire Echo and The Business magazine. A third of the coverage included follow backlinks taking readers to the ticket purchasing landing page and driving up sales.

HeadOn PR also created a series of social media posts with scroll-stopping graphics that went out weekly with strong call to actions to purchase tickets – helping turn brand awareness into sales conversions.

The event was a huge success. We worked with several high profile local businesses to support either by donating prizes or their time. The Ball committee arranged for the photographer of Cotswold Life to attend which, as a result, will see coverage of the event in the March issue. Plus, a charity auction hosted by a local, very well-connected celebrity auctioneer and businessman. We also worked in partnership with a local gin company who sponsored and supplied the pre-dinner cocktails, and over 12 local businesses donated prizes for the charity auction and raffle. Following the dinner, the guests danced the night away to a live band until midnight with an exclusive after party at the sophisticated Nook rooftop restaurant.

Watch this space for next year!

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