Some €7,597,568 worth of positive publicity for the city was generated by the Tall Ships visit earlier this summer, the organisers have estimated.
A detailed independent analysis carried out by Kantar Media found that the event generated almost one million square centimetres of newspaper and magazine coverage, valued at €5,008,939 and 25.9 hours of broadcast coverage, worth €2,588,629.
The PR team, fronted by local company Bance Nolan and Dublin-based Grayling, has been applauded for their considerable efforts during the festival.
They were charged with assisting more than 200 accredited journalists, photographers, camera crews and technicians from the Irish media, along with reporters from the UK, Sweden, USA, Australia, Germany, India, Belgium, Spain, Italy, Canada and France.
Stephen Kent, chairperson of the marketing team for The Tall Ships Races 2011 in Waterford, said the data reflected what had been achieved through an ambitious and energetic public relations campaign.
“Our PR team put together and delivered a programme with real breadth and depth over 18 months of sustained activity built around key milestones,” he said.
“Using media relations in Ireland and overseas and direct ‘on the ground’ promotional tactics, the PR push also dovetailed well with our wider marketing across print, radio, television, online and outdoor advertising.
“The wide spread of favourable media coverage achieved is an important part of the legacy to Waterford of hosting The Tall Ships Races and has definitely helped raise awareness of the city as a destination.
“In the more immediate term, the sustained publicity was also vital to attracting the unprecedented crowds we welcomed to Waterford.”
A full economic impact study of the Tall Ships visit is being undertaken by the School of Business at Waterford Institute of Technology, though it’s been estimated that €30 million worth of economic activity was generated by the event.