December 20th, 2023 | Alex

2023 GALA PR Review: Innovations & Triumphs in Entertainment PR

2023 is coming to an end, so we thought we would highlight our top five moments of the year, and trust us it was hard to whittle down!

This year has been nothing short of spectacular, filled with major achievements and we’re already missing our festival-filled summer, counting down the days till we return! 

1. Our Kendal Calling Debut

2023 was our first up in the Lake District for a sold out Kendal Calling. 40,000 festival goers gathered in the fields for a weekend of world-class headliners, Nile Rodgers & CHIC, Kasabian, Blossoms and Royal Blood as well as some of the UK’s best loved artists; including Melanie C, Scouting For Girls, Rick Astley, Tim Burgess, KT Tunstall and Happy Mondays.

The weekend was packed full of energy, laughs and unforgettable moments, from Natalie Imbruglia singing her iconic ‘Torn’ with one of her fans, to a newlywed couple who came straight from the aisle to the fields and of course, the whole arena flooded with the ‘Summer of Love’ parade taking us all back to the swinging sixties. 

Discover our top 10 moments from Kendal Calling.

2. Boardmasters: Influencing Beyond Limits

One of our highlights every year has to be Boardmasters festival, and this year we took our campaign to the next level, making waves in the influencer landscape. Through our influencer campaign we reached new heights and shattered previous engagement records, honing in on Cornwall based surf, lifestyle and sustainable influencers who we engaged to join us at the festival, putting out authentic content along the way. 

The content creation didn’t stop there, as our influencers also created content from some of the festival’s biggest partners such as Lidl, Thatchers, Mixtons and Urban Decay. 

Check out our top 10 things to do at Boardmasters 2023.

3. New Client Triumphs!

This year we welcomed Slam Dunk Festival and The Magical Christmas Adventure to our client family. These collaborations not only expanded our footprint but also allowed us to bring our expertise to new and exciting projects. 

Slam Dunk is the UKs biggest independent rock festival, taking place across two days – one in the South and one in the North, giving people easier access across the whole UK to some of the biggest names in pop-punk, rock, metal, alt and more. 

The Magical Christmas Adventure is a 2.5 hour storytelling experience for the whole family, with the chance to meet Father Christmas and for kids to make their own teddy bear and Christmas cookies in the North Pole. It truly is an amazing experience that has to be seen to be believed – the biggest indoor Christmas experience in the UK too! 

4. ASM Global: From Strength to Strength 

Once again ASM Global has remained a cornerstone of our success and a client that is always exciting to work with! 

We have continued to work with the business as it grows globally, expanding into new territories and making tons of notable new hires. Plus, we have the opportunity to work with ASM Global’s portfolio of market-leading venues which includes OVO Arena Wembley, AO Arena Manchester, P&J Live Aberdeen, first direct Arena Leeds, Utilita Arena Newcastle, York Barbican and more! 

What’s more, we have been fortunate enough to attend many events with the ASM team, such as the International Live Music Conference (ILMC) and The Silver Clef Awards. 

5. AO Arena: Introducing The Mezz

AO Arena remains a staple in global live entertainment venues and is currently undergoing a major, transformative redevelopment set to future proof the venue for years to come! 

This year, we proudly unveiled news of The Mezz to the world. The Mezz is set to offer ‘elevated elegance in the heart of the action’ as a Members Only Bar and Restaurant. 

The Mezz promises a stylish dining experience before stepping out to the best seats in the house, guaranteeing the ultimate VIP dining experience from arrival to encore. 

Take your PR to the Next Level in 2024 with GALA PR

If we wanted to list all our accomplishments for the year, we’d be here all day, so this roundup is just a taster! See how we can help you in 2024, check out our services.

We want to say a huge thanks to our incredible team, clients and partners for our success in 2023. 

Thank you for being part of our year, and here’s to 2024!

December 13th, 2023 | Alex

Event Industry Trends 2024

The events industry is always evolving. 

Thanks to emerging technology and new innovative ideas, event industry trends emerge year on year.

We’re the PR agency for live events, so we get to experience these changes first-hand and watch them develop.

As 2023 comes to a close we look to 2024 to see what new trends are on the horizon. 

Thanks to the demand for live events, there have been all kinds of new and emerging trends taking place.

In this post, we will look at these new trends and what impact they will have on the events industry. 

Loads of people at an event

Event Industry Trends in 2024

Let’s look at what trends the events industry will experience coming into 2024.

An Emphasis on Making Your Event More Sustainable

Events can be a cause for concern when it comes to carbon footprint and waste management. 

As we move into the future, sustainability has made its way into many industries, including the events industry.

Event organisers are becoming more aware of the impact that events have on the surrounding environment.

Events often involve large gatherings, which can result in significant environmental impacts. 

This includes energy consumption, waste generation, and transportation emissions. 

By adopting sustainable practices, such as using eco-friendly materials, reducing energy consumption, and promoting waste reduction and recycling, the events industry can minimise its negative effects on the environment.

As awareness of environmental and social issues grows, consumers and stakeholders are becoming more conscious of the social responsibility of businesses, including those in the events industry. 

Hosting sustainable events demonstrates a commitment to social and environmental responsibility, enhancing your brand’s reputation and helping build a positive public image.

Sustainable practices can lead to cost savings in the long run. 

For example, using energy-efficient technologies, minimising waste, and opting for reusable materials can reduce operational costs. 

This cost-effectiveness makes sustainability an attractive option for event organisers looking to optimise their budgets.

Many regions and countries are introducing stricter environmental regulations. 

Adhering to these regulations is not only a legal requirement but also helps event organisers avoid fines and penalties. 

Embracing sustainable practices ensures compliance with evolving environmental standards.

ISO 20121 is a globally recognised standard offering event organisers a structured framework for overseeing the sustainability of their events. 

This standard adopts a management system approach, seamlessly incorporating sustainability principles throughout the entire event planning and execution process, encompassing environmental, social, and economic factors.

Data-Driven Decision Making

Event organisers are always looking for ways to gain a competitive edge and make events more exciting and engaging for their audiences.

Thanks to the data that is available nowadays from technological advances, event planners have access to a wide variety of data points connected to attendees.

Using this data they can analyse demographics and preferences so that they can make a custom experience for their intended audience.

This data comes from sources such as marketing and social media.

Using this data organisers aren’t only tailoring the event itself but other aspects of the event including the marketing and event sponsorships.

By studying and analysing the data, attendees can be targeted from the moment they hear about the event right up until the event is long since past.

Using email and social media campaigns you’ll be able to stay relevant to your audience once your event is over.

Event organisers see the huge potential that data has when looking to the future.

It’s no wonder that the use of data is becoming a huge trend in the events industry.   

AI (Artificial Intelligence)

AI is working its way into many industries. 

The events industry is starting to feel the effects of AI and also starting to feel the full potential this may have for the future.

AI can be applied in various ways in the events industry to enhance efficiency, improve attendee experiences, and streamline event management processes. 

Here are a few ways AI can be utilised for live events:


AI-driven chatbots or virtual assistants can assist attendees with event information, scheduling, and personalised recommendations.

These chatbots can provide instant responses to attendee inquiries, improving customer support and enhancing the overall attendee experience.

Chatbots can assist with the registration process, guiding attendees through the necessary steps and answering common questions.

With chatbots, event organisers can automate processes such as these, meaning they can put their focus on other tasks which can further enhance the overall event experience.

Also, by installing chatbots at the appropriate opportunity, event organisers can save time and money as they will reduce staff recruitment and costs.

Studies have been conducted on the impact of chatbot technology and what it holds for the future.

A globe in a forest

Data Analysis and Insights

Analysing data can be a time-consuming task and can also involve human error. Thanks to AI we can analyse large amounts of data with very little room for error.

Using these AI techniques you can use AI to study data and gain valuable insights for your events.

  • Machine learning – AI employs machine learning algorithms to analyse extensive datasets, recognise patterns and generate AI models. The machine learning model assimilates information it receives, revealing trends derived from its learning, and produces accurate outputs in response to queries.
  • Natural Language Processing (NLP) – This enables computers to comprehend human language. Through AI algorithms, computers ingest extensive text data to grasp the meaning of words and formulate appropriate responses to user input. AI can scrutinise input text to produce fresh content or summarise existing content.
  • Computer vision – This refers to how computers see and interpret videos and images. To look for patterns, computer vision helps the computer analyse large amounts of videos and images at high speeds. With the help of AI, the computer will extract features, track motion and even identify faces. 

Language Translation Services

Thanks to the advancement of AI there is a plethora of language translation software available.

This software now opens up all events all over the world to everyone.

For your event, you could have it in one language and it can still resonate and be an inclusive experience for someone who doesn’t speak that particular language.

It can also promote multilingual events which break down language barriers and further promote inclusivity.

Gamification for Engagement

Live events are all about engaging with your audience and creating a memorable experience for them.

Using gamification your audience can participate in game-like processes which dive into event engagement and motivate attendees to keep interacting.

Having these game-like processes means they can participate and even compete for prizes which further incentivises them.

However, prizes alone aren’t the only incentive as having an actual challenge is enough to get people involved. 

With the rise in Virtual Reality (VR) and Augmented Reality (AR), event organisers are finding new and innovative ways to make gamification have an even bigger impact on their live events.

Some ideas for gamification at your event include:

  • Ice breakers. 
  • Interactive workshops.
  • Scavenger hunts. 
  • Escape room challenge.
  • Leader boards.
  • Trivia.
  • Interactive Q&A.

Studies have shown the effects that gamification can have when it comes to engagement.

Clearly, gamification has a bright future when it comes to the events industry.  

Increasing Investments In Event Technology

Over the years, the events industry has been completely transformed thanks to the advancements in technology. 

As technology develops it benefits live events by enhancing the attendee experience and also assisting event organisers run a successful event.

We’ve already mentioned technology such as AI, VR and AR but these are only a small sample of the technologies being used to boost the live events industry. 

Thanks to the success of these technologies, companies are investing even more money into developing advanced software and applications that will enhance the live events sector further.

Some of these advances include:

Event Diagramming and Floor Plans

When you run an event there will be a huge amount of planning involved. 

Not only will you have to sort out the venue but you’ll have to ensure the venue is suitable for your needs.

Once you’ve found a venue you’ll need to map out the layout of your event.

Thanks to event apps with digital floor plans, organisers can simply drag and drop their associated floor plans using an interactive interface.

Not to mention these apps are available on mobile so the easy accessibility allows busy users to view and change plans from anywhere.   

A festival in the woods

Smart Badges

Attendees will nearly always collect some sort of tag or badge when arriving at an event.

Smart badges are a complete end-to-end solution for your event. They will be used right from the moment of check-in right through to when being checked out.

These smart badges help enhance the event experience for attendees as they become an asset that is used for engagement purposes.

Those who attend the event will use their smart badge to be involved with all that is on offer for the event.

Once the event is over the data collected from the smart badges can be evaluated and analysed to unlock any key insights on attendees that may be of interest. 

Contactless Check-in

Checking into an event is one of the first steps for any event-goer.

As in-person events and hybrid events make a comeback, event organisers are making inroads to enhance the check-in process for their customers.

Large crowds can attend events so automating this process is a great way to handle larger numbers of attendees. 

Thanks to contactless check-in technology, events are meeting the demand for large crowds better than ever before.

Live Event Planning & PR with Industry Trends

The live events industry is fast-paced and it is constantly growing and developing.

Being aware of these trends can give you an insight into what may or may not be worth looking at and implementing for your event in the future.

Gala PR works with live event companies all over the UK to help them gain the correct exposure using industry-leading PR strategies.

With many years of experience, we have an understanding of what trends can help you boost your live event.

If you run a live event and need an experienced and specialised PR team at your side for maximum results then please contact us today.  

December 13th, 2023 | Alex

Steps to Running a Successful Event PR Strategy

Running a PR campaign for your live events requires a solid amount of effort. 

Expect lots of planning as well as managing various activities and campaign ‘moments’ to ensure the strategy pans out how you want it to.

In this post, we will look at the steps involved in running a successful PR strategy for your live event. 

Stage at a festival

Steps to Running a Successful Event PR Strategy

Define Goals and Objectives

Every strategy starts with a set of objectives or goals.

Clear objectives provide a tangible framework for the entire PR campaign, offering a precise understanding of what the event aims to achieve. 

When you know your overall goals you’ll be able to develop ways of achieving them.

Successful PR campaigns align these goals with the overall mission and values of the organisation.

When it comes to PR for your live event there can be various goals to consider, including:

  • Brand Awareness.
  • Media Coverage.
  • Audience Engagement.
  • Community Relations.
  • Thought Leadership.
  • Product or Service Launch.
  • Ticket Sales. 
  • Lead Generation.
  • Social Media Presence. 

These goals are often interconnected, and the selection of specific goals depends on your event’s overall objectives and the context of the PR campaign. 

You could use SMART goals when planning your goals and objectives for your PR campaign.

What are SMART Goals?

SMART is an acronym that represents a framework for setting effective and actionable goals. 

The components of SMART goals are:

  • Specific – Clearly define the goal in detail. Avoid vague or broad statements. Be specific about what you want to achieve and why it is important.
  • Measurable – Establish concrete criteria for measuring progress toward the goal. Define how you will track and evaluate success, making it quantifiable and tangible.
  • Achievable – Ensure that the goal is realistic and attainable. Consider the resources, time, and effort required to reach the goal. It should challenge you but still be possible.
  • Relevant – Align the goal with broader objectives and the overall mission. It should be relevant to your aspirations and contribute to the larger strategy.
  • Time-bound – Set a specific timeframe for achieving the goal. This creates a sense of urgency and helps in prioritising tasks. It also provides a clear deadline for evaluation.

Identify Target Audience

Understanding the demographics, interests, and preferences of your audience enables you to craft messages that resonate specifically with them. 

This targeted approach increases the likelihood of capturing the attention of those most likely to engage with the event, attend, and actively participate. 

When you know your audience you get insight into what platforms they are on and where they give most of their attention.

This is great for you, as you can get targeting these places.

The audience you’re targeting in your campaign is the same audience that will be attending your event. 

This will help as you should already have a sense of the types of people who have attended past events.

Honing in on the right demographic, allows you to optimise your resources and deliver more personalised content.

You’ll enhance the overall success of the event by fostering a meaningful connection with the intended audience.

2 people performing on stage

Craft a Compelling Story

A well-crafted story not only captures attention but also resonates emotionally with your target audience. 

It transforms the event from a gathering of individuals into a captivating experience, offering a compelling reason for people to participate or engage. 

A narrative that communicates the event’s significance, values, and impact, creating a memorable impression.

Music festivals are a great example of storytelling.

They invite people from all over the world to come to congregate and celebrate the universal language of music.

There is a sense of belonging that comes with attending music festivals.

No matter who you are or where you’re from, you can attend the event and enjoy the festivities. 

The lack of judgement and sense of belonging makes for a great narrative that entices mass crowds.

Build Media Relationships

These relationships are vital for securing valuable media coverage, whether through traditional outlets or digital platforms.

By cultivating connections with journalists, editors, and influencers, you can ensure that your messages reach the right audiences in a timely and compelling manner. 

Media relationships also provide opportunities for in-depth coverage, interviews, and behind-the-scenes insights, which can significantly enhance the event’s visibility and public perception. 

A positive rapport with the media fosters an environment where journalists are more likely to view the event as newsworthy.

It’s great to have news representatives at your event so they can get a glimpse of the live-action.

Building and maintaining media relationships is an investment that pays dividends in terms of widespread and impactful event promotion.

Create a Media Kit

A media kit provides journalists and influencers with easily accessible and digestible content, including event details, press releases, high-resolution images, key facts, and relevant contact information. 

This not only saves valuable time for media professionals but also ensures an accurate and consistent representation of your event’s key messages. 

The media kit acts as a strategic tool for shaping the narrative surrounding your event, offering a curated selection of materials that align with the overarching PR goals. 

Creating a media kit as part of an Event PR strategy offers several key benefits:

  • Efficient information sharing – This efficiency saves time for media professionals and increases the likelihood of accurate reporting.
  • Consistent messaging – By providing a carefully curated set of materials, a media kit ensures that journalists receive consistent and accurate information about your event. 
  • Visual appeal – Including high-resolution images and multimedia assets in the media kit adds visual appeal to the event’s story. Compelling visuals can increase the chances of media outlets using the provided materials in their coverage, making your event more engaging for their audiences.
  • Ease of access – Digital media kits can be easily shared through email or uploaded to a website for quick access. This accessibility ensures that journalists can retrieve the necessary information at their convenience, even if they are working under tight deadlines.
  • Increased media coverage – Providing journalists with a comprehensive media kit increases the likelihood of media coverage. Journalists are more likely to engage with events that offer readily available, well-packaged information, making it easier for them to develop compelling stories for their audiences.
  • Strategic messaging control – A media kit allows you to exert a degree of control over the narrative surrounding your event. By selecting key messages and materials, you can influence how the event is perceived by the media and, consequently, the public.

Press Releases

Draft and distribute well-crafted press releases announcing your event. 

Highlight key details, such as the purpose, date, location, and any notable participants or activities. 

Send these releases to your media contacts and publish them on your website.

Press releases contribute to shaping the narrative around the event, allowing you to control the messaging and highlight key aspects that align with the overall PR goals.

Utilise Social Media

Social media plays a significant role in event PR strategies now more than ever.

A few decades ago PR was solely reliant on media outlets to get exposure and coverage. Now with social media taking everyone’s attention, they give huge potential to PR professionals.

Social media facilitates real-time interaction, allowing you to build anticipation, share updates, and connect directly with attendees.

Thanks to social media you can reach a new audience that wasn’t available a short time ago.

Social media is ubiquitous so the world is quite literally at people’s fingertips now.

A survey was carried out that indicated 82% of people said social media changed how they work to some extent within PR

Social media is not just a way you can reach your audience but also reach out to other journalists and media professionals.

With most journalists having their own social media channel you’ll be able to access them easily, simply by sending a private personalised message or voice note.

The sheer volume of social media platforms allows you to deploy your PR strategy using many different outlets.

This wide variety should be utilised depending on your resources. If you have a small team then focus on fewer platforms that will give you the most benefit.

If your budget is bigger, experiment with more platforms to widen your audience. 

a concert happening

Engage Influencers

Create an influencer marketing strategy and collaborate with influencers or thought leaders in your industry who align with your event’s theme. 

Their endorsement and promotion can significantly amplify your reach.

While they aren’t a necessity, the benefits of using influencer marketing as part of your PR campaign are hard to ignore. 

They can help:

  • Build authenticity.
  • Boost ticket sales.
  • Increase brand awareness.
  • Add more value to your audience.

These are just a few of the benefits of influencer marketing for your live event. 

It’s important to remember that finding influencers for your live event can be tricky and time-consuming. 

That’s why it’s best to use experts who know how to find relevant influencers. 

At Gala PR we have a talent booking team who have vast experience in finding the right influencers for your live event.  

Organise Pre-Event Press Conferences or Interviews

You want to build as much anticipation and excitement as possible when it comes to hosting live events.

Press conferences and interviews provide an opportunity for media coverage and they generate mass anticipation.

Having interviews and conferences lets the audience know what to expect and what to get excited about.

Press conferences provide an opportunity to clarify any misconceptions or misinformation surrounding your event. 

It allows you and performers to address concerns, share accurate details, and ensure that your audience has the correct information about the event.

Live events will usually have several sponsorship deals involved.

These interviews and conferences allow you to acknowledge them and thank them for their support.

This can build a real trusting bond with sponsors who will be more willing to stay on should you host another event.

Some of the biggest highlights of an event happen in the interviews and press conferences involved in the build-up.

These moments get captured on camera and stay in circulation for many years. This highlights just how much attention these interactions attract. 

Coordinate On-Site Media Coverage

Designate a media area at the event venue and provide support for journalists and photographers. 

Facilitate interviews with key speakers and ensure that media representatives have access to important information.

By providing a space and area for the media to conduct their coverage they can capture the atmosphere of your event.

The aim is for this atmosphere and excitement to capture the attention of viewers.

Therefore, persuade them to attend your event next time.

This is all part of the overall marketing cycle which is designed to keep the event relevant and entertaining for all those who have an interest in your event.

Evaluate and Analyse

Assess the success of your PR strategy by analysing media coverage, social media engagement, and overall event impact. 

Identify areas for improvement and gather insights for future events.

Analysing the data thoroughly allows you to make informed decisions about how the event should be run going forward.

Events will change slightly year on year due to post-evaluation.

By doing an evaluation you can ensure that your current audience is kept happy, and excited and that a new audience can be attracted to the event going forward.

In the evaluation process, you’ll be able to tell if you achieved your goals and objectives set out in the beginning stages of the PR strategy.

Experts in PR for Live Events

By following these steps, you can create and execute a comprehensive event PR strategy that will be a huge factor in whether or not your event is a success or not.

While it’s possible to do all of this by yourself, it’s also a wise decision to call in the help of some experts.

We’re a PR agency that specialises in delivering comprehensive PR strategies for live entertainment events. 

We can come in and take the PR side of things off your hands, giving you more time to do what you do best. 

Contact us today if you would like to know more about how we can help you deliver a successful event PR strategy. 

December 11th, 2023 | Alex

Celebrating the UK Festival Awards 2023

What a night! This week, the curtains closed on another extraordinary year for the festival industry, and what a spectacular finale it was at the UK Festival Awards. We were immersed in an evening of recognition and celebration, honouring the brilliance of our vibrant festival community.

This year’s awards saw the audience’s voice take centre stage, with nine out of twenty-two categories decided by public vote, showcasing the power and passion of festival-goers.

We were thrilled to see some of our incredible clients recognised for their 2023 achievements, resonating through the heart of the industry.

Marketing Campaign of the Year – Kendal Calling:

Amongst strong contenders, Kendal Calling’s marketing campaign echoed far and wide, capturing the imagination of festival-goers and crew alike with the introduction of Flappy Tent! Engaging with ticket-holders through the innovative Flappy-Bird-inspired game, Kendal Calling brilliantly transformed a common post-festival predicament into an engaging and impactful environmental message.

This campaign not only showcased Kendal Calling’s consistent commitment to sustainability, but demonstrated a creative and interactive approach to spreading awareness.

The success of Flappy Tent led to Kendal Calling’s well deserved recognition, securing the Best Marketing Campaign of the Year!

The Lottery Winners’ Favourite Festival Award – Kendal Calling:

Kendal Calling emerged victorious once again, as the festival closest to the hearts of The Lottery Winners!

Having performed on Saturdays’ main stage, The Lottery Winners (who hosted the awards) applauded Kendal Calling’s spirit, opportunities for artists and passion for creating unforgettable moments – a triumph that resonated way beyond the fields.

Brand Activation Award – CSM Live for Lidl:

We’ve been lucky enough to work with our friends at CSM Live who curated an unforgettable brand activation for Lidl. Activating at Tramlines, Boardmasters and Victorious, Lidl was not to be missed.

Bubbles and Bangers, merch canons containing sought after items including much-hyped Lidl’s own bucket hats, and unrivalled views of the main stage from their viewing platform – their win in this category is a testament to creativity, and the ability to craft fun-filled experiences that festival-goers will remember for years to come. 

As the confetti settles, we extend our heartfelt congratulations to our clients and industry friends for their stellar performances, and recognise all who were nominated throughout the categories. 

The awards are a reflection of the passion, dedication, and creativity that define the live events industry, and the teams that work so hard to make sure festival-goers and artists have the best time. 

November 13th, 2023 | Alex

Working With Rock Oyster Festival 2024

GALA PR is thrilled to be working with Rock Oyster on its 2024 PR campaign, providing press and media outreach to ensure that everybody knows about this wonderful festival, which takes place in Dinham House, near Rock in Cornwall. 

Rock Oyster Festival has just revealed its first wave of acts for next summer’s edition, with Sugababes leading the charge on Saturday night, the iconic trio making a triumphant return, set to bring a wave of nostalgia and infectious energy to the festival grounds.

Joining them in the headlining spotlight is London’s own Bombay Bicycle Club, as well as Irish star CMAT, Gentleman’s Dub Club, Billie Marten, A.Skillz and Willie and the Bandits. As if that wasn’t enough, Rock Oyster has assembled a star-studded chef lineup, including Michelin-starred Nathan Outlaw, Tom Brown, Jack Stein, Emily Scott and Thuy Diam Pham, promising a gastronomic adventure for attendees.

Rock Oyster’s commitment to creating a holistic experience is further highlighted by its adventure and well-being programme, family-friendly entertainment, and camping options for those who are seeking the full festival immersion.

Taking place from 25-28 July 2024 tickets and further information can be found at