400th Anniversary of Jamestown: The Godspeed Sail
400 years ago, the first permanent English settlement was established at Jamestown, Virginia. A public-private partnership called “Jamestown 2007” was created to commemorate the anniversary of this historic event. Siddall was proud to have been a part of it.
A scale replica of one of the original ships that arrived at Jamestown, the Godspeed, embarked on a tour of the Atlantic coast with stops in Washington D.C., Baltimore, Philadelphia, New York City, Boston and Newport. Each stop featured a Landing Party Festival promoting Jamestown through interactive displays, performances, music and tours of the ship.
To promote the tour, Siddall launched an extensive public relations and advertising campaign. In all, more than 1,100 total ad placements appeared in print, broadcast and online outlets resulting in over 832 million media impressions. A $900,000 radio buy gained $625,000 in additional media exposure across six markets. This included radio station appearances at Landing Party events, on-air and website contests, links and banner ads on station websites, email blasts and a significant increase in on-air exposure. These promotions essentially extended the budget by nearly 70 percent. They also provided a unique way to motivate each radio station and their listeners to be more involved and excited about the Godspeed Landing Party Festival and the 400th Anniversary of Jamestown.
The campaign was an overwhelming success. 456,000 people attended, far surpassing the original expectations of 250,000 to 350,000.