Tall Ships creates €6m in publicity

€6 MILLION in positive publicity was created in Waterford and the South-East before, during and after the Tall Ships’ Races 2005.

The international maritime event attracted 450,000 visitors to the city’s quays and the Suir Estuary from July 6 to 9, far more than anticipated.

A detailed independent analysis of the local, regional, national and international media coverage reveals an advertising value equivalent (AVE) of €4,414,948 for print media, while radio, television and online coverage is conservatively estimated to have been worth €1.66m, giving a total of €6,074,948 for the public relations campaign.

AVE is a commonly used measurement in the public relations industry of the value of the space and airtime secured had it being bought in advertising.

The figures come after it was revealed last month that the event provided a direct economic boost to Waterford and its hinterland of over €30m.

Nicky Fewer, who chaired the team that coordinated Waterford’s hosting of The Tall Ships’ Races, said: “The value accruing to the event and Waterford from the media coverage generated represents an unprecedented return on investment, given the overall event budget was under €2m and only one-tenth of this was ring-fenced for what was a superb public relations campaign jointly managed by Bance Nolan Ltd and Grayling.

“The cuttings books for the event [a comprehensive record of the newspaper coverage secured] are five inches thick and are accompanied by a wide collection of DVDs and audio tapes containing the television and radio coverage.”

He was astonished at how the publicity was sustained and grew, with newspapers like the Irish Examiner giving coverage on July 6, 7, 8, 9 and 11.

“RTÉ One devoted almost three hours of primetime television coverage to the event and there was also very extensive radio coverage,” he said.

Articles also appeared in countries like Japan, England, the US, Oman, Spain, New Zealand, Germany, Norway and France.