The information stored in our cookies does not directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer.
ASFALT
In September 2024, Ghent was the backdrop for the largest Belgian street sports and urban culture festival ever. During the ASFALT Festival, an initiative by EventFlanders in collaboration with the City of Ghent, the city of Artevelde became a playground for athletes, artists, and visitors alike for three days on end. Spread across four locations in the city, ASFALT showcased more than twenty different street sports and a wide range of urban culture activities. From the World Cup Skateboarding, World Chase Tag, the Beatbox Battle of the Year, the Open Panna Benelux Championships, international dance and breaking formats, and an international Flatland BMX competition; to graffiti workshops, a roller parade, slackline and parkour workshops, a host of new street art, and so much more.
The first edition of this free city festival not only attracted some of the biggest names in the street sports world but also drew an impressive 35,000 visitors, who cheered and participated throughout the three-day event. And Walkie Talkie ensured media attention. Months in advance, we were closely involved with various stakeholders of the organisation to get the numerous teaser activities to announce the festival in relevant media outlets. As ASFALT approached, we pitched interviews with high-profile (inter)national athletes, using the passion for their disciplines to generate excitement for the festival.
Maximizing media coverage
During the three-day festival, we focused on maximizing media coverage from day one. Numerous television crews were present to create diverse coverage. Both emerging young talents and professional top athletes from home and abroad were highlighted — along with their captivating street sports and the city of Ghent as the host city.
A closing press release at the end of day three was, of course, a must. A recap featuring the most stunning images, key results, and an overview of the number of visitors served as the perfect finishing touch and left the door open for the next edition.
Overall this resulted in 151 media clippings with a reach of 87,904,167 and an ad value of € 1,699,327.
- Increase brand awareness for the ASFALT Festival among the Belgian public through a solid press communication approach.
- Develop and create PR hooks around the ASFALT Festival and its many activities.
- Pitch and set up interviews with young talents and top athletes.
- Invite media to exclusive press previews and host media during the event.
- Maximize press coverage across all layers of the ASFALT Festival offering.
- Ensure constant media coverage for the ASFALT Festival, from the teaser activities in advance to the festival itself.
- Copywriting & editing of press releases.