Royal Albert Hall - Christmas Bookers 2020 Campaign

About

The Royal Albert Hall is a concert hall on the northern edge of South Kensington, London. One of the United Kingdom’s most treasured and distinctive buildings, it is held in trust for the nation and managed by a registered charity (which receives no government funding). The Royal Albert Hall can seat 5,272.

Since the hall’s opening by Queen Victoria in 1871, the world’s leading artists from many performance genres have appeared on its stage. It is the venue for the Proms concerts, which have been held there every summer since 1941.

It is host to more than 390 shows in the main auditorium annually, including classical, rock and pop concerts, ballet, opera, film screenings with live orchestral accompaniment, sports, awards ceremonies, school and community events, and charity performances and banquets. A further 400 events are held each year in the non-auditorium spaces.

Problem

Royal Albert Hall had their Socially Distanced Christmas Season on sale in which they had festive events running from 9 Dec 2020 thru to 2 Jan 2021.

Plan of Action

Print - Pear printed the leaflets
Door 2 Door Distribution - Highly targeted solus door to door delivery, 6600 addresses using the postcode segments that are ultra local to the venue, SW7 1 to SW7 5 – no time was wasted, the distribution started within 2 days of tier 2 being announced for London.

Direct Mailing – 300 address carefully selected from the Royal Albert Hall’s database, mailed out 1st class. Social Promotion through our Pear Owned Channel - Culture London

Outcome

Reaching out to the very local community, people were venturing out to local venues that in normal times would had been dismissed. The change in the habits of consumers has been seen, Pear Marketing has been quick to pick up on this and communicate this to our Cultural clients. The uptake in bookings was fantastic. Reach out to your local community during these unprecedented times.