Event promotion for Red Herring Games
A Game of 'Who Dunnit'
RHG are a UK based entertainment company specialising in immersive murder mystery experiences for public events, private parties and corporate teams. They were preparing to run a live event in Cheltenham but, despite strong content and a well-developed concept, ticket sales were slower than expected. With limited time before the event date, they needed support to increase visibility, reach new audiences locally and understand what could be improved for future promotions.
The Brief
RHG approached me for support with an upcoming event in Cheltenham that had received lower-than-expected bookings. With the date approaching, the priority was to increase awareness quickly, while also helping the team think about how future events could be promoted more effectively. They only required light-touch support that was localised to the event location, therefore, I focused on high-impact, practical actions that would extend the event’s local reach without adding unnecessary complexity or cost.
The Approach
Quick turn around with quick results
I was brought in to support this event only three weeks prior to it taking place - so I knew whatever we did had to be focussed and impactful. By conducting audience research, partnering with local event sites and dispersing marketing materials, I was able to increase the reach of the event advertising.
In addition to the support for this particular event, I provided advice and guidance on the marketing of future events. This enabled them to include them in their marketing strategy and avoid this happening.
Distribution of marketing materials
I researched local venues, community hubs and relevant businesses where potential attendees were likely to see the event, and helped ensure posters and promotional materials were shared in the right places. This supported organic visibility and reached audiences who may not have been targeted online.
Utilising event listing sites
To broaden reach quickly, I secured listings for the event across key regional “what’s on” platforms - including sites such as So Glos, Visit Cheltenham and other local event calendars. This helped position the event alongside other major activities in the area and improved discoverability for people actively looking for things to do.
Strategic marketing advice
Alongside the practical promotion, I provided light-touch guidance on messaging, audience targeting and timing to support future planning. This included suggestions on how to structure campaigns earlier, diversify channels and build more sustained interest ahead of future events.
Examples
The following examples give an overview of the type of materials used to support ongoing communications and marketing activity. They illustrate the tone, structure and approach that will help build visibility and consistency across all channels.
Poster distribution
I distributed posters and flyers that were provided by RHG to local places. I targeted locations where our target audience would be likely to go such as shopping centres, supermarkets, restaurants and community venues.
Online event listings
I wrote and submitted event entries to 8 local event listings sites and put RHG in touch with a local digital magazine to try a paid promotion opportunity. As we were working with a small budget, the event sites I approached gave us the listing space free of charge.
Media pitch
I pitched the event to a variety of local media outlets, not only to cover prior to the event but to attend the event. Although I only secured 1 piece of coverage, all outlets had shown interest and had asked to be kept updated on future events.
Results
Increase in ticket sales
Through local promotion, we managed to increase ticket sales.
Relationship with local media
We established a relationship with a number of local media outlets who wanted to know about future events.
