2009 Evaluation
Background
Autumn 2008 saw the eagerly anticipated Olympic flag handed over to London. The four years leading up to the 2012 Olympics known as the Cultural Olympiad provides the whole country with a chance to show what makes it special and to encourage participation in the arts, events and sport. Suffolk’s Big Weekend was developed as a key strand of Suffolk activity to celebrate the Cultural Olympiad.
Suffolk celebrated a second Big Weekend on 20-21st June 2009.
Key achievements
Suffolk’s Big Weekend achieved a total of 1,437 ticket applications against 1,261 in 2008 – an increase of 14%
The cost to generate each application fell from £15.86 in 2008 to just £5.22 in 2009 - an increase in effectiveness of 67%
Based on a redemption rate of 66% and an average party spend of £15.51 the promotion resulted in a direct spend of £14,710 against £12,909 last year – an increase of 14%
Resulted in secondary indirect spend i.e. in shops and restaurants of £6,325
Achieved significantly higher levels of engagement from partners giving a total of 100 offers available against 56 in 2008 – an increase of 79%
Advertising campaign to the value of £12,300 based on an actual spend of £3,500.
Press coverage to the value of £49,448
Sustained coverage on BBC Radio Suffolk.
Promotional launch at Suffolk Show with special edition of EADT and leaflets distributed by Archant merchandising team.
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