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The Client: Christmas at Bute Park
Industry: Events
The Work: PR and influencer outreach

Christmas at Bute Park

Wales’ premier festive lights trail takes visitors on a breathtaking illuminated journey through the heart of Cardiff each Christmas.

The Client

Christmas at Bute Park takes visitors on a breath-taking tour of festive delight around one of Cardiff city centre’s most beloved landmarks and has become an annual tradition for hundreds of thousands of people visiting Wales’ capital city during the festive season.

The award-winning event offers more than 100,000 visitors the chance to enjoy around 2km of Christmas-themed installations every November and Decembe and has come to play a central role in developing opportunities for home-grown creatives, including students from the Royal Welsh College of Music and Drama, in the process.

As Wales’ premier festive lights trail, it also provides key Welsh charities with fundraising, creative and volunteering opportunities, and donates more than 3,000 visitor experiences to a wide number of other good causes every year too. The event also continues to be featured as one of the top festive light trails to visit in the UK since it was first launched in 2021, having been listed by The Guardian, Times, Radio Times, Metro, I News and more.

The Work

Front Door Communications has worked with the team behind Christmas at Bute Park since its inception to support with all of the event’s PR and digital marketing requirements. This includes planning and executing each annual event’s overarching PR campaign from start to finish, supporting with the identification, generation and distribution of stories from when tickets go on sale to when the event closes each year.

Our team also takes the lead on identifying and managing on-site visits from regional and national journalists, alongside a wide range of well-known celebrities and other VIPs, to help promote the event too. Front Door also takes responsibility for running ticket competitions in the press and also each event’s annual influencer campaign, working with up to 70 bloggers on paid for and gifted opportunities to support ticket sales throughout the year.

We also manage all blogger, press and VIP review visits, alongside managing and attending regular broadcast opportunities with regional and national TV crews taking place during each run too.

The Work in Numbers

Articles published
Audience reached annually
Tickets sold

Kind words

“It’s been an absolute pleasure to work with FD Comms for a third year running. The team has played an integral part in the success of Christmas at Bute Park and always gone above and beyond to secure fantastic regional and national coverage, as well as providing invaluable insight into the Welsh media.

The FD team is super committed and have enabled us to expand our PR and influencer campaigns at an extremely high level. A friendly but very professional team, we have loved working with FD Comms and look forward to working with them for as long as possible. We couldn’t think of a better PR team to work with to help us showcase our winter event!”

Emma St Croix

Senior Marketing Manager at From The Fields