Urdd

Urdd

Equinox was commissioned by Urdd Gobaith Cymru to launch the 2005 Urdd Eisteddfod, the first time it was held in Cardiff Bay.

Our Mission

The event was planned to be bigger and better than  ever before, taking over the Bay with a host of entertainments including water sports, a dance tent, interactive zones as well as the usual nail-biting Eisteddfod competitions.

The PR brief was to raise awareness of the importance of the event to the whole of Welsh language, culture and heritage and to highlight the new location of the Urdd headquarters at the Millennium Centre.

Our Approach

One of the key objectives was to position the Urdd Eisteddfod as professional, sophisticated, modern and cosmopolitan and a crucial part of Cardiff’s 2005 celebrations.

Equinox organised a high-profile launch event in the Millennium Centre attended by AM Alan Pugh, Deputy Mayor of Cardiff Delme Bowen and Director of Urdd Sian Eirian. A local school performed and youngsters outlined why it is such an important festival.

To highlight the standard of young performers at the event and to demonstrate its new cosmopolitan nature, Equinox focused on the new Welsh language version of Les Miserables.

Another aim of the campaign was to inform local companies new to the Bay of the importance of the event to their businesses. Equinox sourced three businesses as case studies and produced a feature which appeared in the business pages of the Western Mail, highlighting the benefits of the eisteddfod to all Cardiff business.

The Result

All objectives were met and the project was a resounding success in terms of influencing key stakeholders as well as generating positive broadcast and press coverage which was spread equally across English and Welsh language broadcast and print media.