Twickenham Stadium is synonymous with excellence and success. The conference and events arm of the stadium, managed by Twickenham Experience, wanted to raise the profile of its facilities for professional conferences and events on non-match days, in particular to promote the range of specialist facilities provided by its purpose built conference centre in the South Stand of the Stadium. Mexia Communications was appointed to focus on raising the profile of the stadium as a meetings and events space amongst corporate buyers and agencies.
Having clearly identified Twickenham Stadium’s target audiences, Mexia developed a two-fold strategy incorporating trade media and a digital content programme across social media, supported by an online news service on Twickenham Experience’s website. With IMEX Frankfurt just around the corner, Mexia set to work with an initial announcement to support the positioning of the stadium as offering a more healthy approach to meetings and events. The initial announcement focused on the launch of a new team-building activity using the Haka, a Maori dance, plus a new interactive treasure hunt game made available for corporate clients to search for clues around the stadium.
The wellbeing theme was further developed by Mexia with the Twickers 6 Pack, launched at the inaugural UK Meetings Show to cement Twickenham’s wellbeing credentials. Mexia created the concept of 6 components, including low-carb menus, jogging routes and active team build programmes, and created a PR release to international media. To further support the announcement, Mexia developed a page on the Twickenham Experience website and a dedicated hashtag for social media #twickers6pack.
The PR programme focused on a steady stream of news and comment opportunities to build the personality associated with Twickenham’s Conference and Events arm. Profile pieces for key spokespeople were achieved, in addition to a number of comment opportunities on topical issues and guest blogs. Team appointments further strengthened the personality programme to help the Twickenham team engage with prospective buyers through increased media profile.
Over a twelve month programme, Mexia achieved in excess of £500,000 in Advertising Value Equivalent (AVE) of media coverage for Twickenham Experience. In addition, traffic to the Twickenham Experience website for the first 6 months increased by 50%, while followers for the @Twickersevents Twitter profile increased by over 100% to more than 1,100. Twickenham Stadium also achieved 2nd position in Event Magazine’s Top 20 Venues in 2013 following support from Mexia for the award entry.
About the Client
Twickenham Experience Limited (TEL) is a joint venture between the RFU and Compass Group, the world’s largest food services provider. TEL sells and manages all conferences and events that take place within Twickenham Stadium as well as all match day hospitality and public food and beverage services. More information is available at www.twickenhamexperience.com.