Illuminations Business Opportunities
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Transcript of Illuminations Business Opportunities
Blackpool IlluminationsMarketing Opportunities
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WELCOME TO BLACKPOOLBlackpool needs little introduction as a
mainstream tourist destination
MORE THAN JUST LIGHTAs summer draws to a close, the resort is
bathed in a sea of light
FASCINATING FACTS
Things you didn’t know about the famous Lights
SWITCH-ON NIGHTThe most high-profile event in the UK
tourism calendar
WORKING WITH BUSINESS
Brand association – the benefit to businesses
MARKETING OPPORTUNITIES
How to showcase your business or product
“The Illuminations are an integralpart of Blackpool’s high kickingglamour and giddy glitz…”
Celebrity designer and Lights ambassador
Laurence Llewelyn-Bowen
…the home of the UK’sbiggest cluster of touristattractions outside London.
1
Loved and visited by millions, it occupies a unique
place in the hearts and minds of the British people.
It has achieved that position through an enduring
relationship and strong emotional bond with
generations of visitors, who have remained loyal
to the resort offer in the face of intensifying
competition from coastal and urban locations,
here and abroad.
Today, Blackpool attracts more than 13m visitors a
year, offering a heady mix of extraordinary heritage
coupled with contemporary attractions.
The reinvention of long-standing attractions for a
modern-day audience is one of the principal
reasons why Blackpool has maintained its status
as the UK’s most popular seaside destination.
And nowhere is that formula more apparent than
in what has been described as the greatest free
light show on earth – Blackpool Illuminations.
Blackpool needs little introduction as a mainstreamtourist destination.
Blackpool Illuminations isthe UK’s most famous lightshow – and one of themost iconic sights in British culture.
2MORE THAN JUST LIGHT
With more than a million lights stretching along
six miles of the famous Promenade, it is little
wonder that generation after generation make the
annual trip to Blackpool to celebrate this Great
British event.
Holidaymakers’ first experience of the Illuminations
was back in 1879 when just eight arc lamps lit
up the seafront in what was then described as
“artificial sunshine”.
The underlying principle might be the same, but
the sheer scale, style and professionalism of this
fantastic free show make it something very
different for a 21st century audience!
It now comprises miles of festoons, features and
tableaux, attracting upwards of three millionvisitors a year with its enduring popularity showing
no sign of abating.
As summer draws to a closeand with many seaside destinations preparing to hibernate for the winter, Blackpool is bathed in a sea of light…..
There is nowhere quite likeBlackpool when the Lightscome on…
3FASCINATING FACTS
• Blackpool Illuminations cost over £2m to stage
each year
• The mountain of lighting equipment is worth
over £10m
• The millions of people who visit the Illuminations
each year spend in excess of £230m
• The display stretches for six miles, from Starr
Gate in the south to Bispham in the north
• The Lights start with the world-famous
“Switch-On” event and run for a minimum of
66 nights
• The ultra-modern Lightworks building in
Blackpool is home to design, production and
storage
• TV star Laurence Llewelyn-Bowen is a creative
curator for the Illuminations
• Electricity consumption has fallen by two thirds
in 10 years due to use of LED technology
The sheer scale of the Illuminations has to be seen tobe believed. The number oflights that make up the display;the extraordinary volume of visitors who visit the attractioneach year; the “who’s who” list of celebrity Switch-On stars down the years. And so thefacts go on…
It is the night whenBlackpool moves fromsummer into autumn with the biggest outdoorparty of the year.
4SWITCH-ONNIGHT
The first official Switch-On ceremony was staged
in 1934. Since then, there has been a myriad of
celebrity Switch-On guests including Jayne
Mansfield, George Formby, Gracie Fields, Terry
Wogan, Kermit the Frog, Joanna Lumley, Shirley
Bassey, Andrew Lloyd Webber, Top Gear,
David Tennant, Robbie Williams and Gary Barlow.
The Switch-On event is now held on the Tower
Festival Headland, a spectacular outdoor arena
capable of housing 20,000 spectators in the
shadow of Blackpool’s famous Tower. The event
takes the form of a star-studded concert,
culminating in the Lights Switch-On.
Over the years, the event has attracted TV, radio
and other media coverage across the globe. In
2014, an astonishing 77,000 people applied to
attend the Switch-On event which featured Little
Mix, George Ezra, Texas, Union J and Neon
Jungle in concert, before the UK’s favourite
comedian, Peter Kay, pulled the famous switch.
The Illuminations Switch-Onevent, staged on the Friday aer the August Bank Holiday,has become one of the mosthigh-profile events in the UKtourism calendar.
From a business logo upin lights to naming rightsof an entire section, from a bespoke feature to a personalised tableau - the opportunities are endless.
5WORKING WITH BUSINESS
THE BENEFITSInvolvement in Blackpool Illuminations offers the
most unique way to showcase your business or
product.
These are just some of the benefits that can
accrue:
• Exposure to over three million visitors over
66 nights
• Association with one of the most iconic free
tourist events in the UK
• Involvement in the Switch-On celebrations
• Coverage across a wide range of media
• Extensive PR and social media activity via
the VisitBlackpool website and associated
publications
These are just some of the national and internationalbrands that have been associated with Blackpool Illuminations down the years:
• KRS
• McDonald’s
• Nickelodeon
• Norweb
• Nestlé
• Sony Entertainments
• Beaverbrooks the Jewellers
• BBC Worldwide
• HIT Entertainment
• Graham & Brown
• eviivo
• Disney
Marketing OpportunitiesThere are various ways in whichbusinesses can get their name in lights and displayed in front of some three million visitors aspart of the iconic Blackpool Illuminations show. Involvementin the Illuminations is a uniquebusiness opportunity – there is no other attraction quite like this:
the chance to have their logo displayed in the
Illuminations at an easily affordable price.
Light Box: Bespoke individual commercial
opportunity from 2.5mx2.5m square. A light
box is a simple but effective illuminated feature
situated among the tableaux or road section
of the display, offering an excellent opportunity
to get your message across in a very
cost-effective way.
Tableau Sponsor: An opportunity to brand
an existing Illuminations tableau. There are
varying sized tableaux available, some over
30m long therefore offering numerous
branding opportunities.
• Arrival Point Kiosks:Opportunities to brand the kiosks, leaflet
distribution and sampling at key points of
contact for the public. Situated at both
arrival/exit points to the south and north of
Blackpool Promenade, the arrival points are
a focal point of attraction for visitors starting
and finishing their journey through the
Illuminations.
To discuss your business requirements in
more detail, please contact Jo Ashton on
01253-478240, email: [email protected]
or go to visitblackpool.com/illuminations
Prices for all of the above are available on
application.
Other Opportunities:
• Associate SponsorshipAssociated naming opportunities clearly
identified throughout the display. Company
name widely featured in marketing and
promotional campaigns.
• Roadway sections from Starr Gate to BisphamSponsorship of existing sections including
the spectacular Bling display. Participating
companies will be featured in all marketing
and promotional literature for that season’s
show.
Sponsorship of bespoke section,
tailor-made to your requirements. With the
expertise of designer Laurence Llewelyn-
Bowen and the Illuminations design team at
hand, we can work with your marketing
team to produce an illuminated feature
as well as a unique marketing opportunity
for your business.
• Tableau SectionsIndividual items either located on the Cliffs
section to the North or South Pier areas of
the promenade.
Logolights: Enjoy seeing your business’ name
up in Lights. Logolights were introduced in
2014 for giving businesses large and small
• Premium Opportunity: Headline SponsorshipThis gives a company the opportunity to
become the name behind the Lights.
Headline sponsorship will deliver you
multiple points of content within the six
miles of the show, as well as embedding
your company brand within marketing and
promotional campaigns associated with the
Illuminations.
• Premium Opportunity: Sponsorship of Switch-OnThe Illuminations Switch-On celebration is
the biggest night in Blackpool’s events
calendar. Played out in front of an audience
of more than 20,000 people in front of
Blackpool Tower, the Switch-On ceremony
receives millions of pounds worth of local,
national and international PR coverage.
There are various opportunities for
businesses to become involved in
Switch-On through sponsorship, advertising
and product placement.
• Premium Opportunity: Digital MappingFrom 2015, a new state-of-the-art digital
mapping feature will be introduced. During
the nightly shows, the front of the iconic
Tower building will be transformed by
stunning 3D technology. There are new
opportunities for businesses to be
associated through sponsorship, advertising
and merchandising.