Wales's biggest celebration of architecture and heritage — free Dathliad pensaernïaeth a threftadaeth fwyaf Cymru — am ddim

PUBLICITY AND MARKETING

Judging how many visitors to expect is very tricky. The number you attract will be influenced by the nature of your event and the kind of property involved. But it will also be influenced by the quality of the publicity that you generate. Some properties will interest connoisseurs, and visitor numbers may be quite small; others have the potential to attract much larger numbers, especially if there are ancillary activities or attractions for families. A well-advertised and interesting church could attract several hundred visitors over the weekend. A small historic home might get half a dozen – but these are likely to be extremely keen.
  The Civic Trust for Wales will issue several press releases in August and September WHICH WILL GIVE INFORMATION ON THE OPEN DOORS PROGRAMME. They will go to a long list of newspapers and other media outlets. We will also buy advertising space in the Welsh national press, and distribute posters and programmes to libraries, tourism information points, and the sites that are taking part. WE WILL UNDERTAKE A SERIES OF APPROACHES TO RAISE RECOGNITION OF THE OPEN DOORS LOGO AND ETHOS. The UK-wide coverage of Heritage Days also ensures strong interest from national daily and Sunday newspapers.

Getting the local press involved: it's up to you !
While we will do all we can to ensure that VISIT WALES, THE Welsh press and media have full information about the programme for Wales, you must consider how you promote your event(s) locally. Remember that you are responsible for this. You are much better placed to ensure this is done effectively than we are!   Our experience, and that of our Heritage Days partners, is that good local coverage is obtained when organisers get involved and send out their own press releases, rather than just rely on our own. The biggest reason for sites failing to attract visitors is poor local marketing. Local newspapers are ideal for making sure that the full details of your event are publicised.
   The obvious way to get information into a newspaper (and don't forget the free sheets, they're hungry for copy to pad out the advertising) is a press release. Our model (below) may be helpful but will need to be tailored to your activity and its special features. DON’T FORGET TO INCLUDE THE OPEN DOORS LOGO ON YOUR PRESS RELEASE WHICH WILL IDENTIFY YOUR EVENT AS TAKING PART IN A NATIONAL AND INTERNATIONAL PROGRAMME. 
   You will benefit if you ring up editors or newsrooms to tell them a release is coming. It can be helpful to offer a picture to illustrate a story, but even better if you can sell a photo opportunity! If you send in a press release and get no response, follow it up with a telephone call. Personal contact of this kind helps to ensure full and accurate reporting. Moreover, well-targeted publicity promotes not only your event but also recognition of your organisation.
   Try the same technique with local radio stations; don't wait for them to come to you. And if you're really daring, try getting hold of the editors for the morning and afternoon shows on Radio Wales and see if you can get mentioned on-air.

Targeting visitors
There are other ways to target visitors — whether from within your community or further afield. Contact local schools and organisations, such as the WI. Advertise in places such as leisure centres and libraries, even in your neighbourhood shops and supermarkets. Other good places include chemists and doctors' surgeries. Ask permission to put your material up.
   Our posters will help you get your message across. They are designed for you to place the details of your event(s) in the space provided. You can also make your own posters but please remember to add the following endorsement: “Open Doors Days, supported by Cadw — Welsh Historic Monuments and organised by the Civic Trust for Wales” and display the Open Doors logo. 
   If you have a web site, place information on it and include a link to our web pages www.civictrustwales.org and to the UK gateway site for European Heritage Days www.heritagedays.net.

Model press release
This should be on your headed paper, A4 size; give it a snappy title…

Opening doors in Llareggub
Llareggub/our attraction is featured prominently in this year's Open Doors days, which take place on weekends every September as part of European Heritage Days.

Our organisation invites everyone, local people and visitors, to discover our attraction's name.

Open Doors days give everyone the chance to explore historic buildings and sites free of charge — especially those not normally open to the general public. Our organisation has joined in and will not be making an entry charge to see our attraction, which will be open on [dates/times]...

European Heritage Days are an initiative of the Council of Europe. The event is co-ordinated by the Civic Trust for Wales whose partners organise parallel events in England and Scotland . The initiative was launched in 1991 and last year over 20 million people visited participating sites in Europe .

Describe your attraction in detail. What will visitors be able to see? Are there any linked events? What information will they be given? By guides? In writing? In an exhibition?

Describe any special features of your event: Refreshments? Craft displays?
Says AB (spokesperson/chair of our society/organisation), “I'm delighted that our organisation has been able to open our attraction to the public in this way.

This is a really special opportunity to see a part of Llareggub's hidden heritage.”
Our attraction will be open to the public at the following times... insert details. Mention any special issues (difficult disabled access, for example).

Over 200 properties will be open across Wales during the Open Doors weekends, amongst many others in the British Isles and thousands across Europe . Full information can be found on the Internet at www.civictrustwales.org or www.heritagedays.net.

Editors :
For further information contact your contact name(s) on your telephone number.

For further information about Open Doors/European Heritage Days in Wales contact Matthew Griffiths or Jo Coles of the Civic Trust for Wales on 029 20 484606 (24 hour answering machine) .
Online : www.civictrustwales.org or www.heritagedays.net.