Case Study: By Royal Appointment: Naming of Prince Philip House 
Client: Prince Philip House 
Campaign: By Royal Appointment: Naming of Prince Philip House (part of an eight month PR campaign) 
Brief: To re-launch Prince Philip House (The Royal Academy of Engineering) to the MICE industry at a naming ceremony conducted by Prince Philip, Duke of Edinburgh
Objectives:
  • Introduce Prince Philip House to the conference and events market as a new venue open to a range of events including meetings, receptions and sit-down dinners following a £6.5million refurbishment 
  • Create Twitter and Facebook accounts connecting with event agencies, associations, press and suppliers to increase venue visibility and reach 
  • Invite key journalists to the naming ceremony and use this as a platform to formally launch the venue as a new events space
  • Establish Prince Philip House as a leading central London venue kitted with the latest AV suited to the needs of today’s organiser 
   Action: A social media campaign was created to include the creation of Facebook and Twitter accounts and establish them within the events community prior            to the re-launch event. Activity included making connections with industry press and event organisers and posting content to drive follows to the Prince Philip          House website and enquire about the launch. 

   Big Wednesday invited and hosted key journalists at the naming ceremony introducing them to the venue general manager to discuss the recent                                      refurbishment. Big Wednesday coordinated with the venue’s photographer and videographer ensuring the right shots and footage were taken for editorial                    purposes. 
Results:
  • Online coverage in MICE publications including Conference News, Conference & Incentive Travel, Meetings & Incentive Travel, Incentive Travel & Corporate Meetings and MyVenues reaching 472,566 unique users 
  • Video content specifically created and edited for C&IT TV was uploaded to the website visited daily by over 5,000 industry professionals 
  • Social media networks showed a flurry of activity with a 10% increase in followers 
  • To continue to position Prince Philip House as a prime central London venue additional coverage was secured in Event magazine Venue of the Week (online) and Event Capital of Cool magazine and Stand Out magazine’s Amazing Spaces feature. Total reach exceeded 43,000