Client Overview:

Love Yeovil is a community-driven organisation dedicated to enhancing the cultural vibrancy of Yeovil by hosting events and experiences that bring the town to life. Their flagship event, the Yeovil Christmas Lights Switch On, has grown in popularity, attracting thousands of visitors each year and becoming a cornerstone of the town's festive celebrations.

Objectives:

The Yeovil Christmas Lights Switch On aimed to:

• Attract over 6,000 attendees to the event, building on the success of the previous year.

• Create an engaging and immersive experience for families.

• Increase footfall in the town centre to benefit local businesses.

• Promote Yeovil as a destination for community events and family-friendly activities.

Strategy:

• Immersive Theme Development: We developed a pantomime and fairytale-themed concept centred on Jack and the Beanstalk. This theme was chosen for its wide appeal and suitability for interactive performances, market stalls, and decorations, supporting the town’s professional pantomime.

• Comprehensive Event Planning: A detailed plan was created to integrate entertainment, markets, and family activities throughout the day, culminating in the lights switch-on at 6.30pm.

• Stakeholder Collaboration: We collaborated with local businesses, performers, and vendors to ensure a diverse range of offerings, from food stalls to live performances, enriching the visitor experience.

• Social Media and Marketing Campaign: A targeted campaign on Facebook and Instagram promoted the event, featuring countdowns, sneak peeks of performances, and interactive posts to generate buzz and engagement.

Execution:

• Entertainment Programming: Live performances ran from 4pm to 6pm, showcasing local talent and professional acts, including pantomime-themed shows. The switch-on ceremony featured Luke Evans as a special guest to build excitement and draw crowds.

• Family-Centric Activities: Activities were designed to captivate children and adults alike, from interactive workshops to themed photo opportunities with characters from Jack and the Beanstalk.

Results:

• Record Attendance: The event attracted over 20,000 attendees throughout the day, with a 13% increase in footfall compared to the previous year.

• Increased Social Media Engagement: The social media campaign achieved a remarkable 6,000% increase in engagement, generating excitement and driving attendance.

• Positive Community Feedback: Attendees praised the immersive theme, engaging activities, and overall organisation, solidifying the event as a highlight of the festive season.

• Enhanced Reputation: The success of the event positioned Love Yeovil as a leading force in creating memorable community experiences, with plans already underway for next year’s event.