Visit Kelso and the Tour of Britain 2017 Event Management

Tour of Britain 2017 rides through the town of Kelso

Objectives

  • To increase the number of spectators in Kelso at the Stage One Final of the Tour of Britain 2017
  • To increase the time spectators spend in the town, especially between the two ride-throughs
  • To increase the footfall for retailers in the Kelso on the day of the Stage One Final

Approach

  • A range of Tour of Britain related events hosted by Visit Kelso in the run-up to race day to raise awareness and increase engagement
  • Work with multiple partners to give a diversity of offering so that the event would appeal to as many people as possible. Partners included the Glasgow Museum, Friends of Kelso Museum and Edinburgh College of Art
  • Use of varied communications tools including social media, print, art installations, drone photography, signage and media relations

Results

  • Increase in number of spectators with largest ever recorded in Kelso
  • Increased turnover realised by retailers in the town
  • Several approaches from larger partners seeking opportunities for future partnership working

Clients’ Comments

Peter Hodges, Director of PR, The Tour of Britain said: “This year’s Tour of Britain stage in Edinburgh and the Scottish Borders was the best yet in the 14-year history of the race and a fantastic success for organisers SweetSpot and our partners. Working with Emily and VisitKelso in advance of the event was a pleasure and contributed to the success of the Kelso finish. Thanks to the work of Emily and her team in engaging the town and wider community, who as a result embraced The Tour.”

Claire Fletcher, owner of Seasons Cafe: “For the first time in the history of Seasons we had customers queuing into the street for takeaways. We took more on that Sunday than we usually take in 3-days. The work Emily did, with all of the partners involved, made a difference to the numbers of spectators in the town and, as a result, on our business too.”