ICC Wales: Campaigning for Martyn’s Law

Following the Manchester Arena Terror attack in May 2017, Figen Murray OBE, the mother of Martyn Hett, one of the 22 victims who was tragically killed, spearheaded the Martyn’s Law campaign (otherwise known as Protect Duty). The campaign was designed to bring about a change to legislation which would increase the responsibilities of public venues to mitigate the impact of a terror attack. Our brief was to position ICC Wales as an industry thought leader and leading industry advocate on the topic of safety and security.

Activity
We assisted with the production of an in-depth report designed to educate the industry and various stakeholders on Martyn’s Law. We chaired an online industry working group tasked with exploring challenges relating to the new law and overcoming them. We promoted ICC Wales’ leadership of the issue through traditional media and social media outreach, supported by content pieces, interviews and speaking opportunities. We assisted with the successful launch of the report at The Meetings Show 2022.

Results
We generated 71 pieces of coverage, reached an audience of 2,520,494, and secured eight media interviews with trade publications including Conference News, M&IT, and Business News Wales.

Our omnichannel approach also resulted in a strong social media campaign utilising a variety of different formats including video, interviews, and images across four platforms, resulting in 88,867 impressions.

Further accolades for this campaign include four industry awards: the Exhibition News Marketing Awards – Campaign of the Year, and Smart women in Meetings; ICCA – Best Marketing Award; and ABPCO – Best Legacy Award.

We continue to support ICC Wales with press releases, media liaison and brand leadership, as Martyn’s Law is set for parliamentary introduction following inclusion in the King’s Speech in November 2023.