Case Study
Lumiere: Durham and London

In the summer of 2017, Flint secured its second brief from Artichoke – the UK’s largest producer of art in the public realm – after delivering the international communications campaign in 2016 for London’s Burning, marking the anniversary of the Great Fire of London. Flint was appointed to promote Lumiere – the UK’s largest light festival – across two cities: the fifth edition of the festival in Durham in November 2017 and the second London edition in January 2018, commissioned by the Mayor of London.

Working across the two festivals and creating a joint strategy, Lumiere Durham provided a preview opportunity and platform to build anticipation and interest in Lumiere London. Lumiere Durham was a success in and of itself, generating over 400 pieces of national, regional and international media coverage with a combined circulation of over 288 million and an advertising value of over £4 million. The campaign saw a 133% increase in national coverage from 2015 and generated significant global awareness through international coverage secured as far afield as Indonesia and Pakistan. As a result, driving the highest number of visitors to festival since it was established in 2009.

Returning bigger, bolder and brighter, the second edition of Lumiere London shortly followed, with an expanded footprint both sides of the River Thames for the first time and across more city destinations: London’s West End, King’s Cross, Mayfair, Fitzrovia, Westminster & Victoria, and South Bank & Waterloo and presenting the work of more than 50 UK and international artists to offer new perspectives on the capital’s iconic architecture, streets and landmark.

Artichoke required a multi-channel press campaign that would secure local, regional, national and international media interest, that would in turn drive strong public attendance over four nights, building on and surpassing the success of the first edition which saw 1.3 million visitors. With a seven month campaign term, Flint’s London team structured a tightly focused communications strategy, creating a series of staggered news announcements for London to slowly reveal festival highlights, key landmarks and build anticipation across the entire festival footprint at optimum moments.

The communication brief for the Lumiere London posed a number of challenges, ranging from an event programme across multiple destinations in the heart of one of the world’s busiest metropolitan centres, as well as ensuring the communications requirements of over 20  individual stakeholders were met, ranging from the GLA, Bloomberg, King’s Cross, London & Partners, Grosvenor, South Bank BID and Victoria BID.

Working with the support of London & Partners and broadcast specialists Markettiers on international outreach, Flint devised an extensive portfolio of sector and audience-specific editorial concepts developed around the festival’s varied programme and artworks, delivering multi-channel press exposure and audience engagement across a broad demographic spectrum. 

Key successes included preview coverage in the Financial Times, Mail on Sunday, New Scientist and The Guardian as a direct result of the campaign tactic to invite press to preview Lumiere Durham ahead of London; over 2,300 pieces of press coverage including international coverage in India, Qatar, Australia and New Zealand (an 89% percent increase in articles from the first 2016 edition and 176% increase in reach); over 500 pieces in the UK alone, achieving 118 long-lead print previews in 43 lifestyle, travel and inflight magazine, 29 specialist titles and 46 London magazines. 

Flint also delivered a preview rehearsal opportunity across the six festival London destinations, including arranging a photocall with the Mayor of London, to secure image assets and coverage opportunities from over 30 agency photographers, videographers and key reviewers ahead of opening, as well as an international media launch in the Leicester Square, and an international broadcast call in Leicester Square Gardens, with locations secured for individual UK broadcast lives elsewhere.

The festival drew to a close with first estimates indicating over 1.5 million visits to free festival over four nights, traversing the city centre on foot through pedestrianised streets and taking in sites across the six city destinations.

As Artichoke’s retained agency, Flint, are now working to promote their next forthcoming project, PROCESSIONS, a mass participation artwork and living portrait of women today on 10 June 2018 to celebrate the centenary of the women’s vote. Find out more www.processions.co.uk

Image: Voyage by Camille Gross & Leslie Epzstein, Hotel Café Royal, London’s West End. Lumiere London, 18 – 21 January, produced by Artichoke and commissioned by the Mayor of London.

 

 

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