Case Study: All That Glitters Gotta Be Glam
Client: Harbour & Jones Events
Campaign: All That Glitters Gotta Be Glam (individual campaign)
Brief: To create an engaging campaign to publicise the company, highlighting its creativity in event design, superb food and attention to detail, based around the ‘All that Glitters Gotta Be Glam’ party. Hosted aboard the Cutty Sark for friends and clients of Harbour & Jones Events.
Objectives:
  • To create a hook upon which to invite journalists to the event and encourage them to cover it
  • Restart the relationship between journalists and the Harbour & Jones Events brand
  • Introduce journalists to the company and key players at Harbour & Jones Events so they can see how the business operates
  • Create a social media campaign including Facebook, Twitter and LinkedIn to expand the reach of the event
  • Expand reach further finding sales tools for company use post event
Action:
Big Wednesday proposed a number of news angles for the event before deciding on the news hook; Harbour & Jones Events to host ‘All that Glitters Gotta Be Glam’ party to celebrate 1,000th event in four years.
Event, conference and catering titles were invited to the glamorous black tie celebration. A press release was distributed to publications prior to the event which ran alongside a social media campaign of Tweets with #AllThatGlitters. Big Wednesday created a Facebook page containing posts about the party and LinkedIn updates.

The All that Glitters Gotta Be Glam event saw 200 esteemed guests from Harbour & Jones Events’ little black book of venues, event agents and corporate clients, including St Paul’s Cathedral, RSA House, Prince Philip House, JM Finn and JWT in attendance.

Creative director Jules Heckman Hughes put the whole event together and was inspired by the glamour of Venetian balls using beading, ostrich feathers and glittered birds to adorn the tables, whilst using lighting effects to colour wash the venue in opulent hues of red and gold.
 
The menu included mini pies and pints (tiny steak and mushroom pies accompanied with a miniature ‘pint’ of beef broth and mushroom foam), foie gras, Welsh lamb and Welsh cheeses. All were accompanied with matching wines for full gastronomic indulgence.
 
Entertainment during dinner came from RADA graduates, who sang a mix of show tunes and operatic songs. Post dinner a fabulous ‘Supremes’ band performed, the soul sisters got the crowd shimmying and shaking to a raft of popular Motown hits. As a finale, famous house DJ Slipmatt upped the tempo with club classics to round the evening off. 
 
The entire event was recorded digitally on video and camera with vox pops taken from guests and edited into a three minute video, distributed with images and a press release. Tweets and re-Tweets supported media coverage gained. Images from the event were uploaded to the Facebook page and the video uploaded to the Harbour & Jones Events YouTube channel.
Results:
  • The first press release, covered online, announcing the party reached 70,756 unique users. In total the campaign generated 17 pieces of coverage (two print, fifteen online) in leading event, conference and catering industry publications generating coverage worth over £53K
  • The Twitter campaign showed an significant increase in the number of followers and re-Tweets.
  • The weekly Facebook page reach peaked at 655 with a total of 47 new Likes
  • The video post was seen by 111 people on Facebook and posts about the event received over 36 Likes