Our Place in Space

Tags

Insights

500K+ REACHED ON SOCIAL

1.1M COMBINED REACH

Covered in
irish-times
irish-independent

Our Place in Space, a 10km sculpture trail of the universe was one of 10 STEAM projects commissioned as part of UNBOXED, a celebration of creativity funded by the UK government. OPIS was the flagship commission indigenous to NI.

Research +

Planning

Mapping media channels to closely align with our target audiences, we utilised all available segments from features, education and the arts to science and general news journalists across print, broadcast and online outlets. A comprehensive media list was developed at a local level (bespoke to the location of the trail) at a regional (across NI) and at a national level (all Ireland).

Given the breadth of events OPIS incorporated and nuanced messaging required, we developed and deployed a messaging hierarchy to build awareness and understanding and produce a media relations campaign that not only met but exceeded all deliverables.

Delivery +

Planning

Media Relations: Oliver Jeffers, the key designer and media spokesperson, was a major media draw. However, we knew we had limited access to him due to his work schedule, so it was crucial in developing our media relations strategy that we maximised his availability to ensure optimum coverage for the project across a wide range of outlets.

Photo-calls: The visual nature of the project lent itself to press photography providing dramatic backdrops. This photography was used to accompany pre-event announcements. This included launch photography, pre-promotion of the Guinness World Record attempt and the call for volunteers at the various sites along with strong imagery of the sculptures moving between locations.

Media Mornings: On launch day for the Derry/Londonderry location, we held a media morning on-site. We provided transport for journos between ‘planets’ to maximise accessibility.

Outcomes


Independent post campaign analysis showed that the projected targets set at the beginning of the campaign were far exceeded in actual terms:

01

We projected that an estimated 150,000 would visit the trail in Derry and Belfast with an actual number of 164,552 – exceeding the target by 9%.

02

Due to the popularity of the events programme an extra 17 events were added taking the total from 80 to 97 with estimated attendees rising from 40,000 to 156,660.

03

Our goal to drive footfall of 400,000 people to the sculpture trail across the four cities was exceeded – a total of 1.2million people visited.

04

Guinness World Record Attempt was broken nearly three times over – setting a new Record of 716 people dressed as astronauts.

05

We achieved blanket coverage in NI national and regional print – with double pages spreads secured across the top titles, online and broadcast media with packages on the two main TV news channels BBC NI and UTV, as well as breakfast interviews on BBC Radio Ulster’s top rated Good Morning Ulster, BBC Radio Foyle, U105 and Q radio among others. 

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