"Another smashing event hosted by Spring PR this year at Hoxton Arches! Great to share the space again with like-minded outdoor brands and welcoming a perfect mix of media, influencers, athletes, and figures from the outdoor and sporting industry. Really well organised to the smallest details, Spring PR even got the sun to shine. Thank you for inviting Osprey to a great event and giving us opportunity to share our latest in carry innovation." Sean Laverick, Brand Marketing Manager at Osprey
The Brief
The goal was to gather like-minded brands in one place for a day, creating an opportunity for specially selected journalists and influencers to explore our brands’ latest offerings and upcoming projects. The event aimed to foster networking and relationship-building among attendees, enhancing connections in the industry.
The Strategy
We chose a trendy venue in Hoxton, just metres away from Hoxton Overground Station, to set the stage for an engaging event. By offering a selection of treats, including burritos from Hola Guacamole, a Mexican food truck, Mr Whippy ice cream and cocktails, we aimed to create an inviting and lively atmosphere that would encourage attendees to stay and mingle. We invited a curated list of media relevant to our brands to ensure their presence, while also providing a space for our brands to connect and collaborate with one another.
The Tactics
We selected media from lifestyle, outdoor, travel, and sports sectors, along with key influencers and athletes, to ensure a diverse and relevant audience. After presenting a detailed proposal to our Spring PR brands and inviting them to participate, we collaborated with them to determine their showcase elements and potential interactive features to boost social media engagement. Spring PR booked the venue, arranged for furniture rental, hired a food truck, and a photographer and videographer to capture the day, and coordinated the delivery of all necessary items to London. Before the event, we shared the list of confirmed attendees with our brands so that they knew exactly who to expect. With everything in place, we attended the event ourselves, ready for the media to arrive and enjoy a successful day!
The Content
In addition to the social media buzz generated on the day of the event, the Spring PR LDN Pop Up provided media with fresh ideas for upcoming stories and offered them the opportunity to test media samples first-hand: Mr Whippy Ice Cream served up in insulated Hydro Flask Food Flasks for the journey home is a great example of the kind of hands-on experiences our guests had. This exposure sparked conversations and ensured our brands remained front-of-mind for journalists when working on feature round ups and related content.
The Results
Following the event, we provided press room links to all media attendees as well as those who couldn’t make it on the day. We collected media coverage, which continues to filter through over the month safter the event. We compiled a detailed post-event report, including a comprehensive overview of all media coverage, to share with our participating brands.
The connections and conversations established during the event have proved enduring, as Spring PR maintains ongoing communication with attendees to share updates and pitch client products as opportunities arise. This ongoing engagement demonstrates the lasting impact of the event and the continued value it provides to our network.
Planning and hosting Spring PR’s LDN Pop Up takes a lot of time and hard work, but it’s totally worth it! We’re already looking forward to next year’s event!
