Earlier this year we were approached by two legends from the world of motorbike racing, Carl Fogarty and James Whitham, who were keen to embark on their first UK chat show tour. The pair had done several one-off events in the past but never a full-scale tour. We became heavily involved in the project from day one, from helping to come up with a name for the tour, to devising the branding, identifying possible destinations, and choosing the final venues. The result was Foggy and Whit: Givin’ It Gas, which went to five different venues over six consecutive nights.
In our role as the official promoters, we handled all of the PR and marketing surrounding the tour. We also oversaw ticket sales, the bulk of which was done online via a custom-built website. Viva was also instrumental in helping to attract associate sponsors for the tour, which helped to offset the costs.
As this was a ‘first’ for Carl and James, our biggest challenge was getting the word out about the tour to as many people as possible, as often as possible. We devised a strategic PR plan, which kicked off with an official launch release. Phase two involved setting up competitions in key national and regional titles. The third phase was to identify and then engage with local charities in each of the five locations. Phase four involved setting up interviews with Carl and James on numerous radio stations in the weeks prior to the tour commencing. The beauty of using a website to handle all ticket enquiries meant we had access to up-to-the-minute ticket data, so we knew exactly where to channel our energy. As well as targeting traditional media channels, we also focused on social media sites, which attract large numbers of bikers. The final phase of the strategy was a targeted mailshot and leaflet drop, which focused on popular biker hang-outs and biking events.
The Foggy and Whit: Givin’ It Gas 2010 tour was an overwhelming success. The shows themselves received rave reviews, and most of the events were complete sell-outs. We also helped to raise £6k for five excellent causes – The Ray Gravell and Friends Charitable Trust, The Little Princesses Trust, Eden Valley Hospice, Kidsafe UK, and Ellie’s Fund.