Mango PR Brings 'A Taste of Spain' to the UK
Now in its fourth consecutive year, A Taste of Spain is a nationwide event that has been the inspiration for countless 'taste' events across the UK. As well as generating the original concept, Mango PR secured coverage across the UK’s national press worth £440,000 per annum including national newspapers, London papers, London websites, national websites, glossy consumer magazines and trade publications.
The Brief
Identify ways of promoting Spain to the UK consumer outside the media and outside the usual travel industry channels
The Strategy
Mango met with Phaidon publishers who were about to launch an English translation of 1080, by Simone and Inés Ortega, a definitive work on Spanish food. Phaidon were actively seeking partners for joint promotions so Mango suggested joining forces to hold a celebration of Spanish cuisine in central London.
'ATaste of Spain' was born and took place in Borough Market (London’s leading organic food market). The majority of Spain’s regions signed up to the event, bringing foods, wines, promotional collateral to give away and a cultural spectacle. Alongside the two-day market, Mango PR created a pan-London Spanish restaurant promotion and invited the Capital’s top Spanish chefs to do cookery demonstrations during the festivities.
In 2009, the event grew and took place in Borough Market and Regent Street, at which point Mango started working closely with The Crown Estate. Aside from working on delivering the event with the Spanish Tourist Office, Mango PR looked after the PR for the event every year from 2007 - 2009
The Results
Throughout our involvement, Mango PR achieved a consistent and positive message about Spain, Spanish cuisine and Spanish culture across the UK’s national newspapers, the London press, glossy consumer magazines, trade publications, london websites and national websites worth £440,000 per annum. In 2009 this amounted to:
- Total number of articles generated: 36
- Total number of print articles generated: 16
- Total number of online articles generated: 20
- Total circulation: £6,307,120
- Total AVE value: £145, 723
- Total PR value: £437, 171
Over 500,000 people attended the celebrations in Regent Street on Sunday 31 May 2009 and at least 15,000 people in Borough Market over 2 days – both of which exceeded targets and previous results. Taste of Spain is now in its fourth consecutive year. It was held in London, Edinburgh and Liverpool in Spring 2010.
