Putting the drama into lighting

Sea arch photograph

Night of Heritage Light was the event, Ridgemount provided the PR support. Night of Heritage Light (NoHL) was a hugely ambitious demonstration of the impact and creativity of exterior lighting schemes.

Timed to coincide with the UNESCO Year of Light, NoHL invited lighting designers to create high-impact lighting treatments for nine UNESCO World Heritage sites around the UK. Staged for one night only, it was Ridgemount's job to get as much attention for the project as we could. 

Liaising with region and national press in the weeks leading up to NoHL it was clear that this was going to capture the imagination.With a clear night, great photography and huge interest the stage was set for some great coverage.      Regional press in several areas took the project to heart and local radio and TV channels provided live coverage as the evening progressed. Print media were equally enthusiastic and, after considerable negotiation, BBC's The One Show sent a team to the Dorset Coast to film the set-up of the display over Durdle Door, resulting in a five-minute feature the next day.

In all our audience reach exceeded 13 million for the media relations campaign. Started through the CIBSE Twitter feed, social media activity also took off during the evening as participants shared photographs and provided a commentary of the individual projects. During the month of the campaign Tweet impressions grew by 40%, visits to the CIBSE profile doubled and the number of followers grew by 20% 

.Although not promoted as an event, approximately 10,000 people in total attended the switch-on of the lighting designs. For an organisation traditionally cautious over interacting with the media, this was a transformational event. 

It has since been shortlisted in the Association Excellence Awards (Best PR Campaign) and won the Heritage Project of the Year in the 2016 Lighting Design Awards.

Posted by Anna Hern