How ITV's This Morning Live pulled in the brands to attract a record audience

ITV's second This Morning Live attracted a record 30,000 people. Kim Benjamin finds out how working with brands and fewer stages led to numbers exceeding expectations.

This Morning Live: the event brought in 30,000 people   Image credit: Sophie Mutevelian
This Morning Live: the event brought in 30,000 people Image credit: Sophie Mutevelian

Street food stalls, live entertainment, shopping, and a chance to meet TV stars set the scene for the second edition of This Morning Live, the lifestyle event based on the hit ITV show.

The media owner made a number of changes for year two, with two stages instead of five, and VIP ticket options which included meet and greets with the presenters.

Sue Walton, commercial executive at ITV Studios Daytime, explained that ITV took lessons from the first event in terms of visitor feedback but also how people moved around the space.

"We had five stages and visitors tended to sit down in one area, be overwhelmed and not move very much," she says. "This meant they missed out on some content and we also had popular sessions running at the exact same times."

This year’s strategy focused on offering more content, enhanced experiences and exclusive opportunities. Walton explains that it was bigger than last year, with a richer offering and a stronger focus on interactive elements.

"Live events are an exciting opportunity for ITV – we are increasingly exploring our show brands and working out the right way to bring them to life," she adds. "Our visitors are our viewers and when done well, such events can be incredibly powerful."

The idea was to get visitors moving more around the event, so they could immerse themselves in all the show has to offer – from shopping to makeovers and from health-focused sessions to cookery demonstrations, live interviews and catwalk shows.

More than 200 big name and boutique brands were on display, including Oasis, Dorothy Perkins, Skin Republic, Nice N’Easy, RX Cosmetics, Max Factor, Fitbit, The Perfume Shop, Yours Clothing, Dyson, Vison Express, Mark Hill Hair, Lambrini and Wyke Farms.

Dedicated brand activations included Google’s Mini Donut Shop truck, giving visitors the chance to play a game to win a Google Home Mini or a donut – the truck attracted around 5,000 visitors across the four days, with nearly 1,500 devices and 3,500 donuts given away. The Kiehl’s on Wheels experience, meanwhile, offered complementary skin consultations, treatments and a men’s grooming station.

This year’s This Morning Live also focused on creating more exclusive experiences, with the introduction of a two-tiered ticketing system that had "silver" and "gold" ticket options. The former offered access to the stages, while the latter included fast-track entry, access to stages, a VIP area where guests could enjoy a glass of bubbly, a goody bag and beauty makeovers.

Gold ticket holders also had access to guaranteed meet and greet sessions with presenters from the show, including Holly Willoughby, Philip Schofield, Ruth Langsford and Eamonn Holmes, in a specially-designed meet and greet area called The Studio, powered by Wowcher.

There was also a street food market powered by Campingaz with Cuban sandwiches, duck wraps, Greek food and vegetarian options. Visitors also had the chance to receive a signed copy of books written by This Morning regulars, including Rylan Clark-Neal, Gok Wan, Ainsley Harriott and Lisa Faulkner.

Walton says thats around 25,000 visitors were expected over the four days, but this estimate was exceeded, with visitors topping the 30,000 mark.

The event was delivered by Media Ten.