UniSpace Sunderland engaged Mexia’s services to maximise its investment in attending the Meetings Show 2014 at London Olympia. With plans to exhibit for the first time, UniSpace wanted to ensure that there was awareness, interest and engagement with target audiences ahead of the show to maximise face time and new business opportunities. Mexia was briefed to develop an interactive campaign to assist.
Mexia developed a three month campaign in addition to our ongoing meetings trade media PR programme for UniSpace which has already delivered huge benefits in brand building and positioning the venue as a unique, creative space offering a range of added value packages. Building on the theme of ‘creativity’, Mexia developed a digital content marketing programme that incentivised and encouraged engagement. The three phase campaign leveraged social media for inbound, Twitter in particular, and email marketing to segmented audiences for outbound comms. Website content was also refreshed to support the campaign and the media PR programme integrated with the overall theme of creativity and added value, focusing on the success of the venue’s creative group activities for its year end announcement as these had driven revenue growth.
For social media, phase one focused on ‘introducing UniSpace’ as there had previously not been a focus on the venue’s spaces and facilities and it was important to lay the foundations for the more creative campaign. Phase two looked at inspiring with creativity, using the artistic kudos of the National Glass Centre, part of UniSpace Sunderland, and developing content around inspirational thinking and creativity. Phase three focused on the creativity and unique experiences on offer at UniSpace, in particular the National Glass Centre and hot glass studio experiences. All was supported by a competition to win a unique piece of glassware, devised and created by one of the artists connected to UniSpace.
The creative campaign enabled UniSpace to secure a number of quality appointments with key buyers ahead of the exhibition. On Twitter, there was a 55% increase in followers, with web traffic up and engagement driven by the competition to secure the unique glassware. Media coverage around the success of the group incentives achieved a reach of 147,000 with a further social media reach of 29,385.
About the Client
UniSpace Sunderland offers an extensive choice of conference and events facilities for up to 2,000 delegates with good quality accommodation all year round. There is a modern, well equipped portfolio of venues, with a range of unique activities available to enhance delegates’ experience. The University’s exceptional sports facilities are also available, so whatever the scale and nature of the event, UniSpace can deliver a perfect solution. In addition to offering a wide range of events space, UniSpace offers corporate incentive programmes, including glass blowing and demonstrations at National Glass Centre.