Big Crowds Are Not An Accident

Crowds don’t just appear.

During my time at Coleraine Business Improvement District, every major town centre event followed the same pattern. Plan properly. Market early. Repeat the message. Make it visual. Make it feel like something people would regret missing.

Easter. Summer. Autumn. Halloween. Christmas.

Each one saw large crowds. Not once. Not occasionally. Every single time.

This wasn’t luck. It was structure.

We used digital marketing as the backbone of every event. Social media wasn’t just posts. It was campaigns. Email marketing wasn’t an afterthought. It was timed, consistent, and built anticipation. Photography and videography weren’t nice-to-haves. They were essential tools to show people what they missed last time, so they showed up next time.

Local press mattered too. Not press releases for the sake of it, but usable content. Images. Video. Clear messaging. Stories editors could lift and run with.

And they did.

Outdoor stage shows ran throughout the year. Each one pulled people into the town centre. Not just footfall, but families. Groups. People staying longer than planned.

The proof was always the same. You could see it in the streets. You could see it in the photos. You could see it in the queues.

Big crowds don’t happen by chance. They happen when you take digital seriously.

https://www.triovia.com/coleraine-business-improvement-district