The Build of THE POINT at Lancashire County Cricket Club
Bird was tasked to raise the awareness of the development of The Point, LCCC’s brand new £12m conference & events facility, from conception and construction to the official opening
The Point, a state-of-the-art conference and events centre, was being constructed to position it as a premier conference, meetings and events venue for the UK and to highlight the importance of the venue for the economic impact of the venue on the region
What we did
Bird worked alongside the sales and marketing team to maximise on any PR opportunities and ultimately aid sales by raising awareness. With little, or no, hard news in-between the key build stages we had to be creative in order to generate media coverage across the wide spectrum of target media.
To achieve this we developed a strategy that would spread the word to the potential user via the business and trade media.
With no images of The Point available at each stage of construction we produced press releases with images to forward to the target media. These included: Turf cutting ceremony with local MP, LCCC cricketer’s bowling balls to test the glass being used, creating a time capsule with local schools, Santa serving the builders at the first Xmas under construction. The culmination of the PR activity was Andrew ‘Freddie’ Flintoff officially cutting the ribbon in front of a packed venue at the England v Australia one day international
The value of media coverage during the construction and opening was £870,967.00. In addition to this more than £1.5m worth of bookings was taken prior to the official opening.