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Yorkshire Balloon Fiesta

Up, up and away for Yorkshire Balloon Fiesta

The challenge

A brand-new organiser and a relaunch for the Yorkshire Balloon Fiesta meant that it was set to be the biggest one to date, over the four days of the 2021 August Bank Holiday on the Knavesmire in York. Having been cancelled in 2020, due to the pandemic, the organisers wanted as many people as possible to attend the fun-filled family weekend and develop its reputation as a flagship hot air ballooning event in the UK.

Our solution

Working with the organisers we developed a PR campaign in the run up to the Fiesta event to reach local, regional and national audiences. We issued a series of press releases and liaised with the local, regional and national media, helping to generate wide coverage and awareness.
We invited selected journalists and photographers to attend a preview hot air balloon flight to secure exclusive coverage at the start of the Festival. This required a carefully coordinated approach, particularly because it is weather dependent, so they could capture images and report on the experience.

The outcome

Coverage including detailed information about the Balloon Fiesta was secured in the run up to the event in the local, regional and national media outlets including BBC and ITV News.
This included a live broadcast from the event on BBC Radio and a Facebook live stream as the balloons took off, which received over 15k views.
The press and social media coverage generated resulted in record attendance of over 60,000 visitors attending the Balloon Fiesta across the four days, enjoying a spectacular few days of entertainment and family fun.

We’re excited to be working with the organisers, Events by Cynosure, once again to help publicise the 2022 event.

Our impact made a difference

17

articles in various newspapers and media outlets

60,000

visitors across the weekend

25,000

views of video live streams of the event across Yorkshire Live & York Mix’s Facebook accounts

9

journalists & photographers taking part in the balloon flight