The Barbican is a world leading arts venue but not enough people recognised its corporate events potential. Over the course of the last few years the Barbican has seen significant changes in a variety of areas – from the venues offered to their unique way of selling events. We needed to raise the profile of their corporate events arm, win more business to justify the changes, and meet the targets set in their long term business plan.
Rather than focus purely on press releases and hope they achieved coverage, the campaign included a wide variety of other elements to create a cohesive campaign that responded to the Barbican’ needs and significantly raised their profile and demonstrated the Barbican’s position as an industry leader.
In particular Soaring Worldwide recognised that despite the fact that 60% of their income came from repeat business, they needed to attract customers from new sources. The Barbican’s established communications methods and excellent service levels would continue to drive this repeat business and would maintain turnover and profit levels if left to “carry on as before”. However, they wanted and needed to grow, which included the establishment of the Barbican’s name in new markets.
Our strategy was to deliver a wider ranging communication campaign that used all elements of the PR mix, including well established and new channels. These included: live events, association membership and engagement, sponsorship, social media, blogging, videos, industry intelligence and the press. Our messages would all be carefully aligned, each piece of activity would re-enforce and build on other activity and the whole team would actively engage in a variety of ways.
- Press & Media Relations
- Social Media
- Content Creation
- Blog Development
- Film & Video
We could simply state that January 2015 saw £1 million of enquires received by the Barbican… which is fairly impressive. However, our campaign was all about the long term and the business events team has seen long term growth.
Just one example was the 2012 / 2013 financial year, which was 4% up on budget and 23% ahead of the previous year. And this figure didn’t include Olympic business. With the Olympics included the figure was 66% up on the previous year.
Barbican Hall (the 2,000 seater auditorium) also had a 98% occupancy rate. Whilst cuttings measurement showed a 1,446% return on the PR investment.
Check out their blog at – www.meetbarbican.com
Soaring Worldwide have worked in our industry and they understand it. With Soaring we know that we are going to be seen and heard in the right places. Their industry knowledge has really benefited us because ultimately they understand what our objectives are, the markets and our aims so, as a result, they are always behind what we are trying to achieve. What is wonderful is that we will walk into an industry event now and people will say ‘you’re out there, we see you’ and that visibility is exactly what we wanted to achieve.Jackie Boughton