CASE REVIEW
Soaring Spectacle on the Wild Atlantic Way: The Westport Airshow
Great to see the #WestportAirshow feature on the @rtenews at 9 O'Clock pic.twitter.com/1Jvo4tsNxA
— Westport Airshow (@WestportAirshow) May 14, 2017
On a crisp May day in 2017, the skies above Westport came alive. The Westport Airshow, part of the town’s 250th anniversary festivities, drew up to 15,000 spectators to the Quay — all eager to witness aerial acrobatics, vintage aircraft, and a fully immersive day of family fun. Behind the scenes, pc productions partnered with Mayo County Council to deliver a comprehensive PR, marketing, and digital campaign, ensuring the event was one of the most talked-about celebrations on the Wild Atlantic Way.
Celebrate Westport’s Milestone + Drive Awareness & Attendance
A full-scale PR, marketing, and digital campaign was launched in March, including six press releases, three of which were featured in national broadsheets. The campaign secured coverage across RTÉ Drivetime, Ireland AM, The Six O’clock Show, Today FM, Newstalk, TheJournal.ie, Lovin.ie, and all regional press and radio stations prior to the event. Post-event coverage included RTÉ’s 9 O’Clock News, page 3 of the Irish Times, local press, radio, and online outlets. Social engagement reached over 3.4 million, with the #WestportAirshow hashtag achieving 2.9 million impressions and a total audience of 1.3 million. The combined social media network reach exceeded half a million.
Campaign Timelines
The campaign timeline began on February 25th with the creation of an overall PR, marketing, and digital plan. Brand and corporate identity, including the logo, poster, and press/digital advertisements, were completed the same day. By February 28th, the website was designed and developed, and social media profiles were set up on March 1st. Local business and community engagement activities followed on March 24th, while the official event launch at the Westport Coast Hotel on March 23rd received excellent local media coverage.
Media Coverage
Regional press and radio advertising began on April 24th, boosting editorial and on-air coverage. Today FM ran a dedicated campaign that included 46 ad spots, the Dermot & Dave on-air competition with over 800 entries, a Facebook competition reaching over 100,000 people, and a homepage takeover that drove significant traffic to the Westport Airshow website. From May 8th onwards, national and regional TV and radio interviews featured the event, including TV3, RTÉ Drivetime, Today FM, Newstalk, and local radio stations. An additional press release on May 11th helped further raise the event profile. Strategic partnerships with Today FM, Fáilte Ireland, the Wild Atlantic Way Marketing Team, Irish Rail, and Mayo.ie amplified the reach and impact.
Engaging Local Stakeholders
The Westport Airshow celebrated the town’s 250th milestone, drove awareness and attendance, and maximised media impact while engaging local stakeholders. Branding and design applied an aviation-inspired identity across posters, flyers, banners, and digital media. PR and media relations used a phased approach with press releases, interviews, and competitions to maintain momentum. The digital campaign included website content, social media countdowns, visuals, and behind-the-scenes stories, reaching millions online.
On The Day
On the day, visitors experienced more than just aerial displays. A funfair, artisan food markets, street theatre, and helicopter flights added to the excitement. pc productions coordinated closely with Mayo County Council, Gardaí, local businesses, and tourism partners to ensure smooth operations and a safe, enjoyable event for all attendees.
The results were outstanding: up to 15,000 attendees, over 3.4 million digital engagements, 2.9 million hashtag impressions, and extensive national media coverage. The Westport Airshow positioned Westport as a premier destination on the Wild Atlantic Way and demonstrated how a well-executed PR, marketing, and digital strategy can turn a regional celebration into a national event. For pc productions, it was a landmark project, combining creativity, logistics, and communications to deliver both an unforgettable experience and long-lasting visibility for Westport and Mayo.
CASE TIMELINE
May 2017
CLIENT
Mayo County Council