Sponsorship, advertising & publicity

The E17 Art Trail takes place every other year. This year’s festival is from 1 – 16 June 2019 and is a key event in the wider programme for London Borough of Culture. This year I am working as Relationship Coordinator securing sponsorship and advertising as well as coordinating media activity.

My first involvement with the E17 Art Trail was in 2011 and 2012 when I coordinated a Poetry Trail working in partnership with local poets, artists and estate agents. In 2012 I was also responsible for coordinating PR and media relations. The 2012 Art Trail took place from 1 – 16 September and some 3,000 people contributed to the programme of over 350 event listings to surprise, entertain and amaze residents and visitors to Walthamstow taking place in over 180 venues all around E17. Not only did this event showcase the artistic talent in the borough but it was an opportunity for residents to meet their neighbours and to get to know their local community and feel more connected and secure in the place they live. Local events and activities are also a boost for local businesses.

I was commissioned to coordinate media relations and publicity for the E17 Art Trail. In spite of fierce compeition for a share of voice with the Olympics, Paralympics and Cultural Olympiad – the Art Trail gained considerable coverage in the press. Through a campaign of building relationships with journalists, developing a high social media profile and targetting relevant listing sites the E17 Art Trail was highlighted in listings, commented on in the blogosphere and featured in local and London press – including radio interviews on BBC Radio London, a full page in Time Out and features in The Independent.