News

The Edinburgh Mela 2006

2 November 2006

The Edinburgh Mela, now in its 12th year, is Scotland’s largest multi-cultural festival featuring family activities, visual arts and multi-cultural music and dance from Eastern Europe to East India. During August and September 2006, Pagoda managed their media relations programme.

Objectives
• To maximise publicity for the festival in terms of local, regional, national and ethnic media coverage
• To develop features on acts and performers
• To stimulate local interest via preview articles in local press
• To manage relevant events

What we achieved
We:
• Tailored a steady drip-feed of stories for print, broadcast and on-line press
• Created opportunities for the specially-commissioned Bollywood board
• Successfully organised both the programme launch and the official Civic Reception for the Festival
• Managed the press desk throughout the event including passes/accreditation
• Arranged a series of live and recorded interviews with the Mela Board and celebrity host before and during the event
• Issued Neighbour Notification Letter to over 300 households to enhance community relations
• Secured sponsorship in-kind from Pagoda contacts for banner and luxury accommodation

We generated over 20 pieces of print coverage equating to more than ?127,000 AVE (Advertising Equivalent Value). Ethnic media and radio/TV are not included in this figure.

For photos of this year’s Festival please visit www.sitheanphoto.com/press/mela06