Championing UK Pride with Gaydio
- Client: GAYDIO PRIDE AWARDS 2023
- Event, Local Business Engagement, Media Relations
- Date: 03/07/2023
Gaydio, the UK’s biggest LGBTQ+ radio station, was launching the first ever Gaydio Pride Awards to celebrate the extraordinary efforts that bring Pride to every corner of the UK.
Scoop was brought in to deliver full event and press office support to raise awareness and build the reputation of the awards as a credible and prestigious ceremony people just HAD to be involved with. Support on the commercial side of the event was also key for driving ticket sales and cementing the awards for future years.
Objectives
Raise awareness of the first Gaydio Pride Awards
Build the reputation of the Gaydio Pride Awards as a credible and prestigious ceremony that people HAVE to be involved in and establish enough interest to keep the awards going for future years
Support the commercial side of the event by driving ticket sales and sponsorship opportunities to cement the awards for future years
What we did.
Following the announcement of Gaydio’s inaugural Pride Awards, we were keen to create a buzz around the ceremony before it had even begun to drive ticket sales and build credibility and relationships prior to the event taking place . We started off with an event for their shortlist announcement, which took place just four weeks before the ceremony itself. We populated the event with local media and businesses to get them talking on socials and build their excitement for the event.
As the shortlist event took place, team Scoop were pitching out national & regionalised press releases – each going to media across the country whilst the nominees were announced live on Gaydio. The shortlist announcement gained twenty-four pieces of coverage around the UK, including Edinburgh Live, MyLondon & GScene – and built up the media’s excitement, with some ensuring that they would be kept in the loop with news on the winners.
In the run up to the event, we acted as consultants to the Gaydio team, advising on best practice of celebrity management, photography, videography, working with the team to ensure the night ran smoothly.
When it was time for the event, we invited & hosted guests from notable media titles who were likely to cover the evening, spread the word about the first awards ceremony, and were guaranteed to have a night they would not forget. Press from The Manc, Metro, Gay Times & The Mirror filled the table & enjoyed every minute!
Team Scoop also hosted the red (or purple, in Gaydio’s case) carpet, inviting media and paparazzi to occupy the carpet – to snap photos of and interview the celeb guests in attendance. We invited those we knew would create some buzz over the LGBTQ+ icons and famous faces who would be attending, with The Mirror & The Manc doing just that on the night and creating some amazing social coverage!
The morning following the event was spent selling in our national & regionalised winners press releases and event photos to National titles & picture desks, regional titles in the winners hometowns, LGBTQ+ titles and a specialised business release for trade media. This resulted in 45 pieces of coverage, including in Mail Online, Metro, Mirror & Prolific North, and some great feedback on the event from journalists wishing they could have attended.
“We loved collaborating with Scoop to deliver the first ever Gaydio Pride Awards. A long time ambition of the radio station has been to launch an awards ceremony that rewards the grassroots efforts made to better the lives of LGBTQ+ people.
In the run up to the event Scoop were integral in the management of a shortlist reveal media gathering and on-the-night management of media and the red carpet.
And the most important thing – coverage. Gaydio was exposed to millions through regional and national activations thanks to a strategic press plan.
An essential part of our events team, we look forward to working with Scoop in 2024 as we aim to go even bigger!” – Brett Harris,
Presenter & Content Solutions Manager at Gaydio.
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