The QEII Centre: Telling a destination story

Davies Tanner was tasked with developing a strategy and media relations plan to  position QEII at the heart of London’s business community, tell a destination story, and establish the venue as a thought leader in the business events space in order to attract business events to the centre.

Activity:

The team created an integrated multi-channel campaign titled ‘Our London’. Content was crafted for a 27-page digital storybook focusing on the venue’s key USPs, such as its prime location, expertise, sector strengths, sustainability and customer service. Contributions were sought from London & Partners and ABPCO, and the team created a logo and example social posts.

A targeted communications plan was created for the launch of Our London. This included establishing a media outreach programme to secure suitable press and influencer visits to the centre, pitching interviews with key spokespeople and drafting a talking points guidance document, and filming and editing a launch video featuring the venue’s Chief Executive. A news release was drafted and distributed to national and international meetings and events media as well as local and regional magazines, newspapers and online media outlets.

Relevant content from the storybook was re-purposed for subsequent thought leadership pieces and issued to media to maximise the impact and lifespan of the campaign, and content was distributed via social media and the venue’s newsletters.

Results:

Coverage to date has reached almost 500,000, in titles including Conference News, M&IT Magazine, Prestige Events Magazine Blog, Travelmole.co.uk, as well as several industry associations and organisations. 

Media and influencer visits to the venue were arranged with Conference News and Conference and Meetings World and media interviews were secured for the venue’s new Marketing Director.