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. 

November 10th, 2023 | Alex

How To Make Your Live Event More Sustainable

Events are occasions where hundreds, or even thousands of people get together to celebrate and have a fun time, often with a common shared interest. 

Running these events takes a lot of time, effort and resources.

These resources aren’t infinite, which is why it is wise to look at how we can make events more sustainable for the future.

Events of all sizes can make an impact on the environment, if they are run in a more sustainable way we can help reduce this significantly.

In this post, we will look at ways in which we can make an event more sustainable, and explore how to save money and resources as well as helping the environment.

A concert taking place

What is a Sustainable Event?

A sustainable event is an event that has been organised with strategic eco-friendly and sustainable practices and goals, aiming to limit the impact the event has on the environment and local community.

When an event adopts sustainable ways of doing things, it can have a huge impact on the potential negative outcomes that events can cause.

Events require a huge amount of materials, energy and resources to pull off successfully, especially huge events that attract attendees in their tens of thousands, often from all over the country (or the world). 

When you plan an event that is sustainable you will essentially look at ways to:

  • Reduce waste.
  • Save energy.
  • Recycle.
  • Re-use.
  • Limiting carbon emissions.
  • Save water.
  • And more.

Sustainable events also aim to promote social well-being by considering the welfare of attendees and local communities, often by supporting local businesses and engaging in community outreach. Think of Coldplay’s Music of the Spheres World Tour.

They embody a commitment to balance the needs of the environment, society, and the economy, while also providing a great experience for all involved.

How to Make your Event More Sustainable

Making your live event more sustainable is not only good for the environment but also for your organisation’s reputation, and cost savings. Here are some tips to help you make your live event more sustainable:

Venue Selection

Venues play a huge role in the sustainability of an event.

This is where your event will be hosted so potentially thousands of attendees will be there. All of them will have to make their own way there via travel arrangements.

A way to help sustainability is by placing the venue near public transport locations e.g. bus stations or train stations.

Usually, if your event is based in a relatively big city it will have all the capabilities of providing suitable public transport.

Replacing car journeys with public transport can help reduce CO2 emissions by 42%. If you use a train instead this can be reduced further by 72%. 

Travel isn’t the only factor that contributes to a sustainable venue.

The venue itself should boost sustainable practices such as energy-efficient lighting, water conservation, and waste recycling programs.

Government bodies such as the UKGBC help find ways of making built environments more environmentally sustainable.   

Waste Reduction

Events will produce waste no matter what. It’s a natural byproduct of gathering large crowds of people together.

The good thing is that there are ways in which we can limit this waste and stop it from making such a huge impact on the local environment.

Single-use plastics are a huge measure you can take to make an event more sustainable. The impact of single-use plastics on the environment cannot be understated.

If you use disposable plastic products at your events then there should be suitable recycling facilities available.

Or you can go a step further and eliminate plastic altogether. Thanks to the innovative technology we have sustainable options including wooden cutlery, paper plates and cardboard cups. 

You could also encourage attendees to bring their own refillable cups to cut down waste even further.

Doing this could save money also which is a big incentive for people to get involved. 

Promote Digital Communication

There really doesn’t need to be such a heavy reliance on printed-out marketing and promotional materials these days. 

While there is a place for them, the fact that we can run online campaigns really eliminates the need to have paper tickets.

Thanks to our phones we have access to apps that allow us to digitally store entry tickets safely and securely.

Not having to physically print out your ticket saves money and is hugely beneficial for the environment.

Tickets aren’t the only piece of the sustainable puzzle.

The event itself will be littered with marketing and digital communication signage. It’s a vital component needed to really make a successful event.

Traditionally you would have had to print out many posters and flyers which consist of toxic ink and a lot of paper. Paper which involved cutting down large amounts of trees.

Now there is digital signage that reduces environmental costs and makes your event more economical.

A crowd at an event that is sustainable

Source Local Produce

Sourcing local produce to serve at events is an excellent way to promote sustainability. If produce is locally sourced it doesn’t have to travel far, therefore limiting carbon emissions from transport.

As well as helping keep emissions down you’ll also boost the local economy instead of buying from big corporations.

Doing this can help those businesses thrive and remain sustainable. 

A great advantage to sourcing locally when it comes to food is its freshness.

Local produce is often fresher and more seasonal which can enhance the quality of its taste. 

Leaving a lasting impression on attendees who consume it.

If you also have leftover food don’t throw it out. 

You should partner up with a third party organisation to come and collect your food which can be used to donate the food to those who need it. 

Work with Local Suppliers

By working with local suppliers, you can help support and sustain the local economy and infrastructure. This is a great way to give back to the communities that help host your live events.

But more than supporting local communities, working with local suppliers can benefit the environment.

That is because using local suppliers usually leads to less transport or air miles to have supplies delivered to the event location.

When it comes to hosting sustainable events, local suppliers are a great chance to reduce carbon emissions and support local communities. 

Water Conservation

Fresh drinking water is one of the most precious resources that we have on earth which is why it’s important to use it wisely and not waste it needlessly.

 Here are some strategies to achieve sustainable water use for your event:

  • Reduce Water Waste – Minimise water wastage through leak detection, repair, and regular maintenance of water systems. Fixing leaks in plumbing and irrigation systems can save significant amounts of water.
  • Install Water-Efficient Fixtures – Use water-saving fixtures and appliances like low-flow toilets, faucets, and showerheads. 
  • Collect Rainwater – Implement rainwater harvesting systems to collect and store rainwater for non-potable uses like irrigation, flushing toilets, and cleaning.
  • Reuse Greywater – Treat and reuse greywater (wastewater from sinks, showers, and laundry) for non-potable purposes, reducing the demand on freshwater sources.
  • Educate and Raise Awareness – Encourage attendees to reduce water usage by providing information about water-saving practices
  • Monitor Water Consumption –  Install water meters to monitor water use and identify patterns of excessive consumption. Regularly review and analyse water usage data to make informed decisions about reducing waste.

Power your Event in a Greener Way

Your event needs power to keep the lights on and to run the day-to-day activities involved in operating an event.

This power needs to come from somewhere, usually, it is from the national grid. Why not look at other alternatives that involve using renewable energy sources to run your event? 

Some renewable energy sources include:

  1. Solar energy – This can be a hugely popular choice for events as it produces zero noise pollution and is 100% emissions-free. The downside to solar is that the weather can play a huge role in its reliability. While it can still produce energy on cloudy days, this energy can be less than when there are clear skies. This is where solar energy can be complemented with battery power to boost its maximum potential.  
  1. Battery storage – Batteries store energy which is then released over a period of time when being used. Similar to solar, batteries don’t contribute to noise pollution. Some events could power their batteries during the day using solar and use the energy at night. Meaning there is a sustainable energy cycle, resulting in low energy costs.
  1. Hybrid and electric generators –  If generators are necessary, consider using hybrid or electric generators, which produce fewer emissions and are more fuel-efficient than traditional diesel generators.

Sustainable Promotional Merchandise

Avoid promotional items that may end up as waste. If you offer merchandise, choose high-quality, sustainable products.

Promotional merchandise can be a great marketing tactic to boost the brand awareness of your event.

These products come in a variety of shapes, sizes and materials.

Thankfully there are many greener and more sustainable options.

Use products that are made from natural materials, such as:

  • Cotton.
  • Bamboo.
  • Silk.
  • Wood.

These are a better alternative than plastic and still have long-lasting quality.

You can also use recycled material as a way to show customers that you are committing to making your event more sustainable.

Not only is this a positive for the environment but your event brand can benefit from a commercial perspective.

Statistics from a sustainability study show that 78% of participants want to buy from environmentally friendly companies. 

Host Hybrid Events

Hybrid events, which combine in-person and virtual components, have the potential to be more sustainable than traditional, fully in-person events

One of the most significant contributors to the environmental impact of events is attendee travel. 

Hybrid events allow some participants to attend virtually, reducing the need for long-distance travel and associated carbon emissions.

By using digital platforms for presentations, materials, and communication, hybrid events can significantly reduce the consumption of resources like paper, water, and energy, which are common in traditional events.

With less physical presence, hybrid events often generate less waste, as there are fewer physical materials, such as printed programs and promotional items, to be disposed of.

When executed successfully, hybrid events have the potential to be a greener and more sustainable option compared to traditional in-person events.

Post-Event Evaluation

Once your event is finished you can still make changes and improvements that will help long-term sustainability.

Measure and report on the environmental impact of your event to track progress and set goals for improvement in future events.

Getting into a habit of doing this after every event will mean that as the years go on, your event will become even more sustainable.

Thus promoting how well a sustainable event can run and inspiring other attendees and events to follow suit. 

What are the Principles of Event Sustainability?

When it comes to event sustainability there are four guiding principles that must be taken into account. These four principles cover all 17 of the United Nations’ sustainable development goals

The four principles of event sustainability are:

  1. Event organisers and suppliers share responsibility for implementing and communicating sustainable practices to their stakeholders.
  1. Basic environmental practices include:
    • Conservation of resources, including water, energy and natural resources.
    • Waste management.
    • Carbon emissions reduction and management.
    • Supply chain management and responsible purchasing.
    • Biodiversity preservation.
  1. Basic social considerations include:
    • Universal human rights.
    • Community impacts.
    • Labour practices.
    • Respect for culture.
    • Safety and security.
    • Health and well-being.
  1. Sustainable events support thriving economic practices through:
    • Collaboration and partnership.
    • Local support, including small and medium enterprises (SMEs).
    • Stakeholder participation.
    • Equitable economic impact.
    • Transparency.
    • Responsible governance.
A sustainable music concert

Examples of Sustainable Events

Here are examples of some UK based events and their sustainability initiatives:

ASM Global

Announced last year,  ASM Global’s entire portfolio of UK operated venues are to undergo certification via A Greener Arena, as part of a long-term strategy and pledge towards greener operations and driving forward a more sustainable future for the live events industry. 

OVO Arena Wembley was the first to complete this, with other venues to follow very soon. 

Kendal Calling

Kendal Calling has led the way for years now, and this year launched Flappy Tent environmental awareness game. 

Its industry-leading Leave Nothing But Memories campaign saw 98% of tents taken home in 2022.


Boardmasters launched Leave Only Footprints this year, calling on attendees, staff and everyone involved with the festival to do their bit. 

This year the festival also enlisted the help of betternotstop, a B Corp Certified sustainable impact and audience behaviour change agency. 

Sustainable PR Strategies for Eco Events

We hope you got some value from learning about how you can make your event more sustainable.

With the demand for live events bigger than ever before we think it’s important to share sustainability practices.

Following the tips shared in this post should allow you to host a more eco-friendly event as well as contribute positively to sustainable event management.

At Gala PR we have helped a mix of event brands, including sustainable ones, execute PR strategies that give them the coverage and visibility needed to make them successful. 

Our years of industry experience as well as knowing how to develop and distribute effective PR strategies have allowed us to work with some of the biggest event brands in the UK.

If you run an event and want event PR strategies that work, then please contact us.   

November 10th, 2023 | Alex

7 Steps to Creating an Influencer Marketing Strategy

Influencer marketing campaigns allow you to promote your products, services and events using influencers that resonate with your audience.

In the events industry crafting an effective influencer marketing campaign can be a smart way to increase visibility of your event. 

By using relevant influencers to promote your event or campaign you can reach new audiences and maximise on their reach to benefit your event.

In this post, we will cover how you can create an influencer marketing campaign that you can use to promote and market your live event.


What is a Good Influencer Strategy?

Not all influencer strategies are created equal.

While some strategies will differ slightly, there will be a few guiding principles that should be present throughout all influencer strategies.

They should align with your brand’s:

  • Goals. 
  • Values.
  • Target audience. 

You should identify and collaborate with influencers who authentically resonate with your brand and have a genuine connection with their followers. 

Building long-term relationships with successful influencers is valuable practice within any influencer strategy, fostering consistent brand presence and building trust with the influencer’s audience. 

A well-executed influencer strategy maximises brand exposure, drives audience engagement, and delivers a tangible return on investment.

How to Create an Influencer Marketing Strategy

Here’s a step-by-step guide on how to create an influencer strategy for your live event:

1. Define Your Goals

The first thing you must do is define the goals of your influencer marketing strategy. 

Without setting clear goals you’ll risk aiming your strategy in the wrong direction.

Imagine your goal is to drive strong ticket sales for your live event.

You could hire an influencer to promote your event and encourage people to grab the tickets while they’re still available.

If you didn’t clearly state that your main objective was to drive ticket sales the campaign could have ended up being a brand awareness campaign.

Brand awareness campaigns can be very beneficial but they shouldn’t be used to drive ticket sales.

That’s why it’s so important to get crystal clear on your campaign goals. 

They determine the actions you take before, during and after the campaign.

So whether you want to grow your social media following or increase your website traffic numbers, you need to clearly state your intentions.

Influencers can only help if you use them to achieve the goals you set out.

2. Identify Your Target Audience

If you don’t identify your audience then you’ll end up targeting everyone, or reaching for the wrong demographic. 

You need to be very specific about who you’re trying to reach with your influencer marketing campaign.

There are many methods you can use to identify your target audience including:

  • Market Research – Start by conducting market research. Look at your existing customer base and analyse their demographics, behaviours, and preferences. Consider factors such as age, gender, location, income, education, and occupation.
  • Create Buyer Personas – Develop detailed buyer personas representing your ideal customers. These personas should include information like name, age, job, hobbies, pain points, and goals. The more specific and detailed your personas are, the better you can target your audience.
  • Segmentation – Divide your audience into segments based on common characteristics. This can be demographic, psychographic, or behavioural. For example, you might have different segments for young professionals, parents, or retirees.
  • Competitor Analysis – Analyse your competitors and their customer base. Who are they targeting, and what strategies are they using? This can provide insights into potential gaps in the market or underserved segments.
  • Social Media Insights – Utilise social media analytics tools to understand your followers and engage with them. These tools can provide data on demographics, interests, and engagement levels.
  • Website Analytics – Review your website’s analytics data to gain insights into the people visiting your site. This can help you understand their behaviours, interests, and the pages they frequent.

3. Choose the Right Influencers

Now it has come to the crucial moment in choosing the influencer you want to use in your campaign.

This is the influencer that you believe will help you achieve the goals set out at the beginning of your campaign. 

Look for influencers who align with your brand and have a genuine connection with your target audience. 

Consider the following factors:

  • Follower count. 
  • Engagement rate. 
  • Content quality.
  • Values alignment. 

You can find influencers on social platforms like Instagram, YouTube, TikTok, and blogs or use influencer marketing platforms and agencies.

When it comes to finding influencers for your live events, Gala PR has access to a high-profile talent network.

This network is full of relevant and authentic influencers who can help create an effective influencer marketing strategy for your brand. 

Our talent booking team are very experienced at reaching out to the right influencers which will be used to promote your live event.

4. Set a Budget

Let’s talk about money.

Your budget will have a huge impact on how your campaign will perform. 

If you have budget set aside, you’ll typically stand a better chance of creating a successful campaign. It gives you authority on content approvals, direction of the content, timings and key messaging.

Although, if you don’t follow the other steps correctly your budget could have less of an impact. 

According to the Activate 2018 State of Influencer Marketing Study, most influencers are paid a flat fee for creating and publishing content or with in-kind services such as a free product or service.

It’s not only the fee for the influencer that you will need to consider.

You’ll need to consider additional costs such as transport and accommodation for the influencer. 

This will be specific to each influencer and should be stipulated in the contract so there is no risk of miscommunication. 

An influencer marketing event

5. Create a Content Strategy

Creating a content plan for an influencer can be a daunting process.

You want to try and mix the influencer’s unique style and voice with your brand message and objectives. 

Start by identifying key themes, messages, and product/service features that you want to highlight.

If it’s for a live event you might want the influencer in amongst the event whilst it’s taking place, especially if they have a creative flair for their content. 

Collaborate closely with the influencer and capitalise on their creativity and insights. 

Encourage them to infuse their authentic personality into the content while ensuring it resonates with your brand values. 

Determine the type of content that suits both the influencer’s platform and your audience.

Content can be in the form of: 

  • Instagram stories.
  • TikTok posts.
  • YouTube videos.
  • Blog posts.
  • Interactive social media challenges. 

Establish a posting schedule and include a mix of promotional content, engaging stories, and behind-the-scenes glimpses to maintain audience interest. 

It’s crucial to maintain a balance between showcasing your event and providing valuable, entertaining, or informative content that keeps the audience engaged.

Regularly evaluate the performance of the content plan, allowing flexibility to adapt and optimise based on audience feedback and campaign objectives.

6. Negotiate Terms and Contracts

Contracts clearly define the terms of your collaboration, including: 

  • Deliverables. 
  • Timeline. 
  • Compensation.
  • Usage rights. 

Having a formal contract is essential to protect both your brand and the influencer. The terms set out in the contract give a clear indication of who is responsible for which tasks.

Contract negotiations can be a stressful process.

It will involve cooperation from both parties to come to an amicable agreement that is suitable. 

The key to contract negotiations is to always have an open and honest dialogue with the influencer.

The level of influencer you’re dealing with can also play a massive part in the contract negotiations.

If they have a relatively small audience and are eager to work with a live events brand then you may be able to steer the negotiations slightly more in your favour.

As long as you don’t take advantage of course.

When dealing with an influencer who has a huge following they may see themselves as having more leverage in the negotiations.

Therefore, they will want a deal that they deem is more in their favour.

How you handle these negotiations is dependent on how much you want to work with that particular influencer.

There is no reason you can’t come out with a deal that is suitable for both parties, after all, that is what negotiations are all about.

Just remember, when handling objections, always seek to resolve them by:

  • Being flexible.
  • Listening actively.
  • Seeking creative solutions. 
  • Staying calm and collected.

7. Track and Measure

As you execute your influencer strategy, you will need to monitor its progress.

That way, you’ll know if you’re running a successful campaign that will reach your goals.

Use tracking tools and analytics to monitor the performance of your influencer campaign. 

Measure key performance indicators (KPIs) like engagement, reach, clicks, conversions, and return on investment (ROI).

Using data, you can make changes while the campaign is ongoing. 

Allowing you to collaborate with the influencer and work to make any changes needed.

Once the campaign is finished, you can review the data and refine your influencer strategy going forward.

Media relations U.K

Gala PR Influencer Strategy

There you have it, 7 steps to creating an influencer strategy that you can use for your live events brand.

Influencers have proven to be a great asset to attract new customers and a wider audience to your event.

If you would like to work with influencers to promote your live event, we would love to work with you.

Our talent booking team can put you in touch with relevant influencers and reach out to them on your behalf.

Contact us today so we can get the ball rolling on your influencer marketing strategy.

October 4th, 2023 | Alex

The Sphere: What Does This Mean For The Future Of Live Entertainment

‘Remarkable’, ‘Monumental’, ‘Spectacular’, are just some of the words being circulated following U2’s opening night at The Sphere in Las Vegas.

The enormous, domed structure provides an immersive visual and auditory journey for audience members, elevating every sensory experience, like we’ve never seen before. 

Flippantly drawn as a ‘circle with a stick person inside’, The Sphere now stands 111 metres high, and lights up the Las Vegas skyline.

Pioneered by James Dolan, The Sphere offers a glimpse into the future of live entertainment that has the potential to revolutionise the way we experience  music, performances and events.

Fans are already orbiting with excitement; for those who aren’t able to hop on the next flight way out west, the extravaganza has already swept through TikTok, with fans, artists, scientists and techies, sharing facts, stats and content from both inside and outside the venue.

The Sphere has already become a symbol of next-level entertainment regardless of whether you have a ticket – from outside, the 360° canvas has presented halloween pumpkins, a giant eyeball, the moon, the earth, with a giant sleeping emoji to say goodnight to the residents of Sin City.

So, where does it go from here? 

For the fans, the virtual world is right there, with an incredible, believe-it-when-you-see-it 16K, 268,435,456 video pixel screen with seismic sound technology to match.

We can feel the excitement from across the pond, with fans reeling about the potential for features such as light shows, animations, real-time lyrics, enormous, personalised messages, holograms and 4D experiences.

The buzz around the sphere must extend to the stars hoping to grace its stage in the future, and the endless possibilities of pushing the boundaries of creativity and tech, encouraging multidisciplinary collaborations and experiments.

Imagine the mesmerising performances our most iconic artists could deliver within this venue, with powerhouse vocals reverberating through a crazy high-tech audio system: a life-changing experience for even our most seasoned pros.

As it gains more attention, can we expect to see a paradigm shift in how we perceive and enjoy live music?

With its innovative design, unmatched visuals, and pristine sound quality, the venue has set a new benchmark for the industry.

The Sphere is simultaneously exhilarating and frightening, pushing the boundaries of what was once deemed possible in live entertainment.

Stepping into The MSG Sphere is like stepping into a sci-fi movie: an adrenaline rush that promises an extraordinary journey for fans, and a transformative opportunity for the stars that are invited to play with its potential.

A revolution in live music experience, unforgettable both for fans and artists alike.