Chicken Run, Rooster Run and Bunny Run were annual incentive-led marketing promotions, running for three weeks over the Easter period in all eight National Museums and Galleries on Merseyside. My role was to deliver and manage all aspects of the project. Key to the success of the promotion was the generation of corporate sponsors to support the budget and add value for participants. Within a demanding lead time I engaged with a small portfolio of in-kind supporters with long-term investment potential. A small number of promotional partners were generated to assist in marketing the scheme. These were retailers of sponsors’ products and services.
Products donated by sponsors varied in retail value from 50p for a fair trade chocolate bar to £7 for a high quality painting palette. Children participating in Rooster Run received over 5000 prizes within a £1500 prize budget. Audience figures demonstrate over 10000 extra visits were generated to NML venues as a direct result of Rooster Run, this is double the figures for Chicken Run in 2004 when a similar trail ran without sponsored incentives.
The programme culminated in a large scale family focused event, which was part of the official re-opening of World Museum Liverpool.
Sponsorship in kind to the value of £4000.
‘The thing about Sarah Allen is, she is not fazed by large scale organisation or by potentially difficult guests. She organised a mass community family party for families, with live snake demonstrations, clowns and circus skills, street dancing workshops, welcomes and goodbyes and hospitality. Staff were exceptionally well briefed, guests were queuing to say thank you to us, a thousand people had a great time. It was five years ago and parents still come up to me and thank us for a wonderful party.
Sarah Allen has pulled off the most difficult events and initiatives, almost the undo-able with sheer enthusiasm, unstoppable energy, determination and commitment, from often ridiculous client briefs. She loves the arts and she always delivers’.
Claire Rider, Marketing Manager National Museums Liveprool.