Edinburgh TV Festival sponsorship activation

  • The Challenge

    In 2016, BT TV became a key sponsor of the Edinburgh TV Festival, one of the UK’s most prestigious media events, giving them a 3-year opportunity to improve visibility in the paid TV market.

    BT approached Smyle to propose a space which looks and feels right for BT TV and delivers meaningful engagement with its target audience, visually exciting to attract seasoned visitors from the media world and content rich to sustain interest.

  • What we did

    Smyle proposed a design that would last for three years, built using robust materials and fixings and re-purposing the graphics and messaging each year as the business develops.

    A multi-screen column, pulsing and chasing LED floor lighting, floor to ceiling graphics and huge poly lettering announced BT TV’s intention to stand out from the rest of the media crowd. Our treatment was striking and bold and placed BT TV firmly under the media spotlight.

  • The Effects

    The 2017 show had a record 2100 attendees, which represented the full spectrum of the industry. The activation received impressive uptake on social and print media with over 172 items of coverage in national, trade and regional press, 6400+ online articles and over 600,000 impressions on Twitter.

    BT’s PR Manager quoted ‘I cannot sing their praises loudly enough: Smyle’s an efficient but creative agency, great to work with. I have had great feedback from around the business and externally on the work they produced for us.’