Order, Order! Visit Parliament Campaign boosts summer visitor numbers
Order, Order! Visit Parliament Campaign boosts summer visitor numbers
By
Ann Gurnell, Ideas Group
Discover the thinking behind the Visit Parliament Order, Order campaign in this short case study by Ideas Group. They share some of the logic behind their creative ideas, as well as some key takeaways that you could apply to your own campaigns.
The campaign brief
Welcoming one million visitors a year, the Visit Parliament team wanted a fresh and inspiring feel to their brand and marketing campaigns. They wanted to change audience perceptions and increase visitor numbers to the Houses of Parliament.
The key objective was to communicate that 'Parliament is open' by creating a desire to visit which would then present the opportunity to engage, inspire and inform visitors. Buy-in for the campaign from a wide group of internal stakeholders was crucial.
The Visit Parliament brand must stand out in the crowded, heritage-rich London visitor attraction market. It also had to appeal to a number of specific target markets, particularly UK adults and families with children, domestic groups and individual travellers and groups visiting from overseas.
Developing the campaign
Ideas Group was engaged to create a contemporary brand identity and range of compelling communications. We used a silhouette of the iconic exterior of the building to reveal the stunning interiors and intriguing stories.
New photography was paired with headlines like 'Order, Order' and 'Hear, Hear', which contain a subtle touch of British wit.
The campaign was delivered across outdoor advertising, promotional leaflets, and local, national and international media. It was supported by social media engagement. The #MyFavRoom campaign, devised by the Visit Parliament team, invited visitors to pick their favourite room from the tour and say what they love about it.
Then we had a thought to engage, inform and inspire even more. A replica House of Commons green bench was created as a tool for PR, public engagement and external collaboration. Commissioning a replica bench took a parliamentary leap of faith but it quickly became a central part of the campaign.
The Visit Parliament team had a lot of fun taking the replica bench out and about. At locations including Victoria station, Royal Albert Hall, Heathrow Terminal 5 and Birmingham New Street station, the bench provided the public with some unique photo opportunities. Sitting on a green bench is a privilege usually reserved for MPs.
The campaign helped boost summer visitor numbers by 6%, which was higher than most of the central London visitor attraction market. Social media and sentiment interactions increased and a strong platform for future engagement and partnerships was created. Internal stakeholder expectations were surpassed.
Key takeaways
The Visit Parliament project demonstrates the value of taking a step back and holding up a mirror to your organisation. By creating a brief with clear commercial and perceptual objectives, and identifying what truly makes you distinct, it is possible to create a standout brand.
Importantly, you can also make people smile. That is, surely, half the battle for any organisation wanting to engage with audiences before, during and after a visit.
