WHAT WE DID
The subway is a way of life for many in Glasgow: giving the people of this wonderful city an easy, affordable and safe way to travel to and from the city centre. It’s great as it is but we knew there was an opportunity for it to be so much more - an unchartered platform (pardon the pun) for entertainment… and so the Subway Festival was born.
We took our vision to Strathclyde Partnership for Transport (SPT) and in 2008 we launched the inaugural Glasgow Subway Festival - a four day series of free events, promotions and performances in and around the Subway aimed at rewarding commuters, driving new footfall into the subway, highlighting surrounding attractions and giving passengers something to watch (other than each other) while going from A to B.
What followed was an intense, and award-winning, integrated marketing campaign that pulled in DADA’s PR, Events and Design and Advertising divisions to raise awareness, ignite interest and ultimately drive footfall to the subway over the four day bank holiday weekend.
Over 300 acts took to the subway network and themed stations above ground during the UK’s first ever Subway Festival, putting on a series of performances, workshops and events and giving commuters something to feast their eyes and ears on. From salsa dancers on the subway to petting zoos above ground - there was something for all the family to enjoy.
- Business Concept
- Event Management
- PR Campaign
- Design & Digital
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The event, bolstered by our PR whizzes and their creative ideas, provided plenty of exciting media opportunities and coverage spanned across local, regional and national titles over a wide spectrum of media platforms including news, lifestyle, fashion, ‘going out’, arts, leisure, family, entertainment and food & drink as well as specific newspaper columnists. In addition the event was covered extensively on STV, BBC Reporting Scotland, Clyde FM and XFM.
In 2009, due to popular demand, the Subway Festival returned for the second year running, bigger and better than ever with a performance in of each carriage of each train over the weekend. Can-can girls, rock bands, Elvis impersonators, acrobats, jugglers… you name it and they were there.
One of the most talked about elements of the Glasgow Subway Festival 2009 was a site specific theatre piece by renowned Scottish performing actor Martin O’Conner called ‘Inner Circle’ which sold out, was applauded by theatre and art critics and proved that the subway is a powerful entertainment venue.
Once again the campaign created a huge media buzz and generated over £250,000 worth of PR across titles including The Scottish Sun, The Daily Record, The List, The Skinny and BBC Scotland to name a few.
Most importantly, everyone involved had a ball.