Challenge
Southbank Centre’s vision is to be the world’s most inspiring centre for the arts across its 21 acres including the Royal Festival Hall, the Hayward, and the Queen Elizabeth Hall. In order to bring its exciting and challenging work to the greatest number of people, a major refurbishment of the current facilities was undertaken in 2005.
Action
At the same time a major overhaul was undertaken of the Southbank Centre brand alongside a new approach to marketing, underpinned by thorough quantitative and qualitative research. The brand position was about creating new types of relationships across art forms and building new relationships with audiences.
A rich mix of activities was undertaken across the site when it reopened in 2006. The new brand was used on all touch points including a new signage system on the south bank. Workshops were used to guide all staff in understanding the newly refurbished building and the full brand story.
Result
The marketing and communications explained the breadth and depth of creativity at Southbank Centre attracting new attenders (over 250,000 to the opening weekend) and driving sales and membership.