Peel - The Ocean Gateway Challenge
Background
Peel
Holdings, one of the leading property and ports companies in the UK wanted to
launch its Ocean Gateway concept – A proposed £50 Billion regeneration and
redevelopment plan for the Manchester Ship Canal corridor, which stretches from
Central Manchester through to Liverpool Docks.
Objectives
To
deliver an informative showcase launch for Peel’s Ocean Gateway and deliver an
event that would educate and inform the media, key opinion formers as well as
Peel’s own staff of the regeneration plans.
Specific
objectives
-
To
launch Peel’s £50 billion Ocean Gateway plans to key North West Opinion
formers.
-
To
highlight the Manchester Ship Canal as an environmental and economic asset for
the North West.
- To
raise over £100,000 for The New Children’s Hospital Appeal.
Strategy
& Tactics
-
To
launch Peel’s £50 billion Ocean Gateway plans to key North West Opinion
formers.
-
To
highlight the Manchester Ship Canal as an environmental and economic asset for
the North West.
- To
raise over £100,000 for The New Children’s Hospital Appeal.
The
Activity
Event
Launch
The
event featured James diving into the canal at Salford Quays for the first time
and was attended by patron of the New Children’s hospital appeal, Everton and
England footballer, Phillip Neville and selected key media including the MEN
and Sky Sports News
Open
water silver Olympic medalist Keri-anne Payne was secured for eve of the swim
challenge press event. Keri–anne
posed for a press call with the charity’s chairman and James at the starting
point of the canal and conducted interviews with the BBC TV, MEN, KEY 103 and
BBC Manchester.
The
Event
A
7:30am press call and BBC TV follows the story two day event.
A
full event management plan was implemented by Hatch for the official launch,
ensuring a smooth running of two six hour ferry events, featuring presentations
by Peel to the media, key opinion formers and staff alike.
Outcome
-
In
a world first James completed all 36 miles of the epic swim in 19 hours.
-
In
total there was over 65 national and regional articles on the Ocean Gateway
with an opportunity to see figure of 39,311,428 and live coverage of the event
appearing on BBC TV and radio.
-
The
Ocean Gateway Swim Challenge introduced the Ocean Gateway concept and raised
over £150k for chosen charity.
-
The
Ferry events successfully launched Ocean Gateway concept and supported the
charity swim with over 280 key opinion formers and staff attending on each of
the two days.
- Hatch
Communications delivered all the production, event management and PR generating
over £200,000 AVE in print alone.
“Hatch
delivered an effective event strategy for both the swim and the Ocean Gateway
launch. From concept to implementation the event engaged and delivered all our
objectives. Hatch's attention to detail, research, planning creative design
skills ensured the event was well attended, on time and on budget. The Ocean
Gateway concept is now a reality and we have received positive feedback from
key opinion formers, the media and public alike.”
James
Whittaker, Development Director, Peel Holdings
