Objectives:
- The launch of the new event space aimed to expand the venue portfolio and spark renewed interest in the museum as one of Sydney’s finest collection of unique event venues
- Establish an event venue brand that speaks to the needs of the Sydney event market and increased the overall awareness for the market that the museum had eight venues
- Zadro was hired to:
- launch and build the Lighthouse Gallery profile as the ‘it’ venue for 2014, 2015 and 2016 through the roll out of a strong marketing and public relations campaign
- Design a campaign that drove awareness across the museum’s portfolio of venues.
- support the team to achieve the sales target
Strategy:
- Zadro led a three-hour strategy session which uncovered a number of key selling points and identified the target markets
- Challenges that the roll out of the strategy faced were the marketing of a venue to rival others in Sydney’s highly competitive events industry, coupled with the lack of awareness of the museum as a multi-functioning event space
- Out of the strategic session, a well-defined plan was put in place to launch the new waterfront event venue via two creative campaigns:
- The launch creative – needed a unique and powerful creative execution to sell the story of how the space could be used by event managers. The look and feel of all items (invitation, presentation graphics and EDMs) were aligned and imbued with sophistication
- Corporate creative – a branding exercise for the integrated web and press advertising to inform the public of the museum’s location, positioning it as a ‘must experience’ venue
Results:
- Marketing and PR activity cemented the new venue as a key component of the Sydney events market and re-established the museum as home to a unique collection of harbour front venues
- The venue’s Facebook page amassed almost 800 likes in just under three months, which was the result of mostly organic work
- Posts within the Facebook page reached an average of 2000 people with a number of standout posts exceeding a reach of 10,000
- Total PR value achieved within a three month campaign: $286,130.55
- Total sales revenue generated exceeded the budget by 15.3%
