Publicity - timing is everything

One of the most successful ports in terms of statistics at this year's Tall Ships Races Baltic event was undoubtedly Gdynia where there were more than 2.5 million visitors. The fleet was impressive too with 126 vessels including 26 Class A Tall Ships. But what was the secret of this success, and how did the publicity team in Gdynia handle the project? Joanna Leman - Foreign Relations Manager, Gdynia City Hall, Poland in her opening speech said: “It was a challenge for us particularly as we wanted to exceed the 1.5 million we reached in 2003. We had a massive job on our hands, we worked hard and, as you can see from the result, it paid off.”

With a €300,000 budget the team had a good starting point but targeting the right groups in marketing is, according to Krzysztof Romanski - marketing specialist, Gdynia City Hall, Poland, one of the most important aspects to a successful campaign. Women and locals were their key markets, and thinking 'out of the box' by identifying unusual marketing platforms was paramount in Gdynia's success. Identifying media partners and cross promotion partners such as, (in Gdynia's case) tying in with the local football team can pay dividends too. Romanski continued: “This was one of our most successful ideas, big logos were placed on team shirts and they appeared in all the sports magazines and newspapers, and mentioned at every press conference they had.”

Gradually intensifying the promotional impact during the countdown to the start of the event was highlighted, and Marco Francesconi - Project Manager ISM, Italy, for the forthcoming Garibaldi Tall Ships Regatta was keen to endorse this. Francesconi who was speaking about the Genoa-Trapani race in April next year said he was extremely impressed by Gdynia's efforts and is keen to incorporate some of their ideas into their marketing strategy. “We have only two ports in the regatta and want to create one unique corporate identity. We'll be stealing some of Gdynia's ideas particularly about marketing in women's lifestyle magazines.” According to Francesconi, nearly one million visitors turned out for preliminary rounds of the America's Cup in 2005 and they are anticipating a similar success in April.

Speakers

Krzysztof Romanski – marketing specialist, Gdynia City Hall, Poland and Joanna Leman – Foreign Relations Manager, Gdynia City Hall, Poland

Marco Francesconi – Project Manager ISM, Italy