Royal Albert Hall

Royal Albert Hall - Christmas Bookers Campaign

About

The Royal Albert Hall is a peephole through to the grand Victorian past of Britain. It is located in Central London, South Kensington. It is one of the oldest buildings in London which is still in consistent use today, it first opened it’s doors on the 29 March 1871 presented by Queen Victoria herself, and since then over the years it has hosted a plethora of leading artists from across the globe. From British legends such as The Beatles and The Rolling Stones all in one night to American Rock phenomenon Jimi Hendrix. As well as being the home of The Henry Wood Promenade Concerts, also known as the BBC Proms since 1941. The hall can seat 5,272. However, the building contains other spaces where up to 1000 events take place in a year.

Challenge

Royal Albert Hall had their Socially Distanced Christmas Season on sale in which they had festive events running from 9 Dec 2020 through to 2 Jan 2021.

Plan of Action

Print - Pear printed the leaflets

Door 2 Door Distribution  - Highly targeted solus door to door delivery, 6600 addresses using the postcode segments that are ultra local to the venue, SW7 1 to SW7 5 – no time was wasted, the distribution started within 2 days of tier 2 being announced for London.

Direct Mailing – 300 address carefully selected from the Royal Albert Hall’s database, mailed out 1st class.

Social Promotion through our Pear Owned Channel - Culture London https://www.facebook.com/culturelondon/posts/1714226972069393

Outcome

Reaching out to the very local community, people were venturing out to local venues that in normal times would had been dismissed. The change in the habits of consumers has been seen, Pear Marketing has been quick to pick up on this and communicate this to our Cultural clients. The uptake in bookings was fantastic. Reach out to your local community during these unprecedented times.