92
Process
Process
Weaknesses
Competitor events
LOCATION
Stylist magazine recently hosted a promotional
event that unveiled the behind the scenes of a
magazine production. The magazine team set
a challenge, sponsored by Fiat, to produce a
magazine issue within 24 hours. All content from
editorials and interviews to cooking recipes had
to be produced within that time frame. The event
took place on November 8th 2013 at Regent’s
Place in London.
Concept
The project pitch was highly appealing at first
sight. The event held a promise to divulge
the reality behind the making of a magazine,
a representation often over-glamorized within
the media and film fictions.
Located in Regent’s place near Euston Square, The 24
hour challenge location was isolated from popular and
populated areas of London. A small amount of external
visitors were present onsite (5*), which caused a thread
to the well promotion of the event that hoped for a high
level of social media interactions. Location is a top priority in the organization of such event and should be carefully chosen in regards with the targeted audience and
genre of spectacle aimed to be delivered.
Stylist pop up office
At Regent’s square
STRENGHTS
Strong promotion
93
Stylist large readership ensured a certain promotion of
the event within a wide audience. Promotion started a
month before the event with the unravelling of the concept objective within the magazine pages. Each issue
leading to the date notified a reminder for the event. The
week preceding the event, a full-page reminder was
published to ensure the audience to save the date.
On the stylist’s 24-hour challenge day, rain poured all
afternoon long in central London. The event’s installation had no area assigned for the public to shelter. The
onsite audience had no choice but to stand in the rain or
leave. Weather conditions should be highly considered
in the preparation of outdoors events, as it can highly
influence on its success.
Public interactions
While the Stylist’s team had planned hourly activities for
guests, the run of it was severely delayed by unorganized sponsors. As a consequence, visitors felt neglected and therefore became frustrated with the magazine.
Many had high expectations from the event, which were
not met by the magazine.
Post Promotion
Stylist made sure to continue the event promotion
after the end of the challenge. The magazine set
up a pop-up online page dedicated to the challenge backstage. The web content includes video
broadcast of the making of the issue as well as
editors’ impressions on the challen ge.
The challenge issue was released two weeks after
the event and all the inside content related to the
challenge ethos, offering a informative conclusion
on the event outcomes.
Weather conditions
Stylist pop up office
At Regent’s square
Stylist should have considered the audience experience
in more depth rather than the magazine’s one. This example proves that public should be kept entertained well
throughout the run of such event, as any gaps in the
spectacle will most likely encourage them to leave.
‘
“It’s not at all
what I expected, I
feel left out”
’
Anna, visitor.