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Cirencester Open Air Swimming Pool

The Challenge

As one of the UK’s oldest open air swimming pools, completely run by volunteers, Cirencester Open Air Swimming Pool is a central hub for the town’s community and its surrounding area. Built in 1869 it has a wealth of history and recent investment has seen it become a major focal point once again.

Soaring Worldwide was approached by the pool’s committee to help engage the community and create a PR strategy around a £750,000 refurbishment ahead of summer 2016. This included engaging with the local media, community and even the volunteers at the pool itself.

 

Our Solution

open-air-poolCirencester Open Air Swimming Pool was able to raise £750,000 investment to build new changing facilities as well as a boiler room and office space on-site. The investment also helped pay for a well that housed the natural spring water used for the pool itself. The money was also used for renovation work around the site itself.

In order to maximise the impact of this investment, Soaring Worldwide was asked to devise a PR and marketing strategy which would help the Pool engage with the community through the local media including the BBC and Wilts & Glos. This strategy was also used to support events at the pool such as a Gala evening which was integral for fundraising purposes.

Soaring Worldwide also produced video content which was used to promote the pool to local residents through social media. Support of the Pool’s social media channels was also provided as part of the overall strategy.

 

Services Provided

  • Creation of a PR and Marketing strategy
  • Press & Media Relations
  • Video content creation
  • Social Media support

The Result

The campaign achieved:

  • Cirencester Open Air Swimming Pool celebrated its best ever season with visits up by 75% on the previous year.
  • PR value of more than £250,000 across the campaign.
  • Marketing strategy that supported a 30% increase of annual visits (33,000) during the year compared to the pool’s previous best season in 2013.
  • Consistent and impactful coverage within two key media targets (BBC Radio Gloucestershire & Wilts & Glos)

“The level of investment ahead of the 2016 season was substantial and we therefore needed a strong PR and marketing strategy to support it and make the most of the refurbishing process. Soaring Worldwide not only provided this but they also delivered above and beyond to ensure the pool was being covered in all corners of the local and regional press. News of the investment had a huge impact on our 2016 figures making this the most successful year in the pool’s recent history.  Soaring played a huge role in that success and we were impressed with their professional approach and willingness to go the extra mile for the benefit of our charity and the community we serve.”

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Contact Us

Ingleside House, 5 Beeches Rd, Cirencester, Gloucestershire GL7 1BN
+44 (0)1285 648248
enquiries@soaringww.com
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