A major outdoor event commissioned by Quays Culture, NVA’s Speed of Light – a choreographed celebration of running and light – was performed over three nights by hundreds of runners in LED-illuminated suits. Garnering interest from both local participants and spectators, launch activity saw coverage run in the Manchester Evening News and on BBC North West Tonight, plus planned placements in titles across the ten Greater Manchester boroughs. Media relations collaborations with Manchester Airport and CBBC’s Blue Peter brought additional local coverage.
Media management during the event covered advance dress rehearsals for preview coverage and the opening night. Images appeared on websites around the world, including The Guardian, Daily Mail, BBC News, Huffington Post, Conde Nast Traveler, Sinchew Malaysia, Times of Malta, The China Post and Ireland’s The Journal. The free, morning Metro newspaper ran with a double page spread.
In partnership with freelance marketing consultant, Sue Fletcher, a comprehensive marketing communications campaign was implemented, incorporating print marketing, outdoor advertising and partner engagement.
Angus Farqhuar, Artistic Director, NVA: “Perspective did a great job bringing Speed of Light Salford to a wide audience. They approached the communications and marketing brief with enthusiasm and a spirit of innovation, equally at ease across social media platforms and multiple presentations through the BBC and print media outlets. The work was documented worldwide and a big audience turned out in terrible weather to see the work – A job well done.”
Lucy Dusgate, Quays Culture: “”We received our greatest media campaign to date due to the work that Rob and his team delivered for us. Everything from national and regional broadcast to a high levels of online and print coverage. His approach of working with our artistic and operational team maximised the opportunities and drew out the best in the project when it came to media coverage for audience reach.”
