Churchill War Rooms PR Activity Plan 2011
There are fewer anniversary opportunities in 11-12 and the economic climate is expected to affect paying adults so the forecast is cautious, but marketing will focus on targeting London and UK adults as awareness among this segment is currently lower than for other branches. The new entrance is expected to increase visibility from 2012-2013 and boost visitor numbers by 5%.
The new entrance in Year 2 will significantly improve the visibility of the war rooms and working with the Project Team we will ensure the results of the Market Positioning Review are incorporated into the final design and signage. During the Olympics the Churchill War Rooms will be just outside an Olympic zone; we will maximise on the opportunity of increased passing trade from those attending the Beach Volleyball, Long Distance Cycling and Marathon events but we need to be mindful of the ‘displacement’ effect - the impact of the Olympics on general sightseers and visitors to London who may postpone a visit to London during this period.
Key Media Messages
• The Churchill War Rooms are a unique piece of our history: - the rooms from which Churchill directed the war • It is a ‘hidden/secret’ site located in central London – discover it • It is an extensive site with many stories, and secrets, to tell • Enjoy exclusive access and themed nights at the secret Churchill War Rooms • Located in central London, close to other attractions
• Walk in Churchill’s footsteps
• Event/ activity
• Dates, times, admission
• To create awareness as a top London tourist attraction. Generate PR and inform visitors • To attract visitors, promoting public awareness of CWR and its programme of events and activities. • To secure positive reviews and features in a range of broadcast, print and web based media that mention key messages in detail and are directly relevant to the projected target audiences. •...