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IET London: Savoy Place

Task

Triggerfish was engaged in February 2015 to help deliver PR and marketing projects for the re-launch of the Institution of Engineering and Technology (IET) UK headquarters at Savoy Place, in London.

A key objective from the outset was to drive awareness of the venue, following a two year closure for renovation, with a particular focus on corporate and agency business from technology, engineering and the sciences, as well as gaining enquiries from fashion and creative agencies, TV and production companies.

Action

Part of the re-launch strategy was to develop partnerships with key brands appropriate to the venue and its technology and engineering background.

To further underline IET London: Savoy Place’s position as a venue for innovation and a “Global Engineering Hub”, key calendar dates were pinpointed throughout the year for communication. These included the building’s ‘topping out’, new catering and technology partnerships, completion of its roof terrace and digital exhibits; this established a consistent flow of events and headline stories.

Smaller landmark events built awareness of the venue re-opening; throughout the renovation IET London: Savoy Place remained a moveable project, and occasional delays to building works resulted in changeable completion dates.

To combat this, press visits were booked both on a one-to-one basis and in larger groups, particularly for key unveilings. Key trade publications visited during the renovation including C&IT, Event, M&IT, Conference News, as well as regional press from London & Partners, Run Wild Media and Shortlist media.

A contra-deal with Square Meal Venues & Events resulted in the venue hosting a reader event. This doubled as IET London: Savoy Place’s re-launch party.

Recognising the opportunities for filming on the roof terrace we targeted television news programmes for wider national awareness. This resulted in BBC Breakfast broadcasting live from the roof terrace for a morning of business news bulletins and interviews. Since their first visit, BBC has returned five times for broadcasts, including a breakfast weather broadcast.

Taking advantage of the views across London from the roof terrace, relationships were also built with CNN, ITV, No. 10 Downing Street, the Labour Party, Gorkana and Porter magazine.

Results

November 15 – March 16 (5 months)

Cuttings generated: 25

AVE achieved: £85,014.93

Circulation: 1,197,680

Readership: 2,966,250

Since re-opening in December 2015, IET London: Savoy Place has gone from strength to strength, with the venue continuing to regularly feature across trade and sector specific publications, commenting on topics varying from security, accessibility and connectivity – key messages behind the venue’s redesign. IET London: Savoy Place has become a popular conference, event and filming location.

Successes:

- The team at IET London: Savoy Place surpassed their budgeted revenue for 2016 by 45% in June

- 30,815 delegates hosted (Jan – Apr 2016)

- During the first six months of 2016 more than 85% of these delegates left very positive feedback about their likelihood to recommend the venue

- The sales team confirmed 860 bookings since reopening in December 2015

- Received 1,708 enquiries between Jan – Apr 2016

- 163% increase in enquiry figures from Jan – Apr 2013 to Jan – Apr 2016

- Staff at IET London: Savoy Place held 959 show rounds (Jan – Apr 2016)

- More than 50% of IET London: Savoy Place’s top 20 clients have returned to the venue since it re-opened and have also confirmed events in 2016 and 2017

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