bristol old vic
I am currently the Campaigns Manager for Bristol Old Vic, responsible, alongside my counterpart Matt, for development and implementation of marketing campaigns for this world-famous theatre - the English-speaking world's oldest in continuous use.
I currently oversee the marketing of Bristol Old Vic's Heritage work and its Engagement work, as well as market The Weston Studio end-to-end, from budget and pricing strategy through campaign planning and execution to evaluation and data management. I also sell shows and events! Lots of them - over 50 this year alone!
We manage marketing using the full spectrum of marketing tools available (from traditional print and poster advertising to programmatic, PPC and digital social advertising, as well as comms, PR, social media, video marketing, and a host of other approaches).
We're constantly evolving our approach to marketing at Bristol Old Vic, with new initiatives, strategies and products set to launch throughout 2018 and 2019. I've included below a (tiny) selection of examples of some of the marketing that we do, but for a fuller flavour including show campaigns, etc, check out the BOV website. I haven't included any visual examples of strategic documents or pricing models because spreadsheets aren't terribly exciting to look at - but I'm more than happy to chat about those things if you're interested.
new brand, new website
In 2018, as part of the 'Year of Change', Bristol Old Vic launched a whole new brand alongside launching our brand new front of house and commercial business. Our new website was the lynchpin of this, and its bold, responsive and fresh look has attracted hundreds of thousands of visitors, booking tens of thousands of tickets. Check it out to see more about how we work.
heritage destination marketing
I now oversee heritage marketing at Bristol Old Vic. In late 2018, we launched a suite of heritage experiences and products, and fully positioned Bristol Old Vic as a key heritage destination at the heart of Bristol's old city. Bristol Old Vic, alongside Bristol Archives and the Theatre Collection, were shortlisted for Heritage Partnership of the Year at the Museums + Heritage Awards 2019.
The approach to heritage marketing is modern and fresh. It is integrated into the marketing we do for the whole organisation, included in monthly newsletters, in the heritage industry press, and advertised via groups and tours operators, and appropriately across Bristol. We have seen huge take-ups of our historic tours, which are competitively priced, and are a key piece of our heritage engagement strategy.
To help engage more people with BOV's heritage, we created an explorable archive telling the story of the Theatre over its 253-year life through objects. You can also explore much of the interpretation work online as well as on-site. With this digital-first approach we developed an AR app allowing visitors to experience what the Theatre used to be like over four different time periods, right in front of their eyes.
There is also a VR 3D visualisation (like Google Street View for inside buildings) that was commissioned to both allow all who wish to experience our building to do so in an immersive way, but also to allow access patrons a sense of where everything is, how to get around and how our building works (see below).
Opening up and marketing a new heritage destination has expanded Bristol Old Vic's horizons and opened us up to a new audience in Bristol and around the world. We see older people, young people, children, schools, artists as well as tourists all engaging with the heritage offer. See more here.
We employ video to tell the story of our shows and our building, its 253-year heritage, from producing and re-editing show trailers to behind the scenes videos, beautiful films about our heritage offer (see below). Check our more at our YouTube channel here.
All images & video © Bristol Old Vic