From museums and heritage attractions to bowling centres and bars, our clients often find themselves either reopening venues after a refurbishment or launching entirely new ones. But here’s the truth: the old adage of “build it and they will come” rarely works. In reality, a high-energy PR for venue openings programme designed to generate awareness and excitement at a local level – both before and after launch – is essential for driving footfall and achieving commercial targets.
Here are our top tips for creating a watertight PR and communications strategy that will make your venue opening go with a bang.
Decide what you most want to achieve – whether it’s a packed opening night, building brand awareness in the local area, or both. A clear goal ensures your PR for venue openings tactics are focused and effective.
Kickstart your press coverage well before the opening. Pre-promote the venue to local media, invite journalists to the launch, and leverage photography from the event to create a second wave of press exposure.
High-quality photography is crucial. Create a brief covering all your needs – from shots for local media to images for Point of Sale – and ensure your photographer captures every key moment.
A launch night generates buzz, creates excitement, and signals to the community that your venue is the place to be. Make it memorable and aligned with your brand identity.
A successful launch targets multiple audience groups. Combine solus emails to your database, direct marketing, and boosted activity on social media to maximise reach and engagement.
Work with local bloggers and social media influencers to pre-promote your opening and review your venue. This not only generates press coverage but also turns them into unofficial brand ambassadors, amplifying your social reach.
Tailor your tactics to your location. Guerrilla marketing may work well in smaller towns, while larger cities may require bolder, more visible campaigns.
Nothing beats local networking. Send your venue’s staff out with information about the opening night, or deploy promotional teams on the streets with offers to drive immediate footfall.
Big-ticket items like out-of-home advertising can be highly impactful, but remember – more spending doesn’t always equal better results. Focus on tactics that provide maximum ROI.
Every tactic you choose should clearly communicate your brand message and stand out in the minds of your audience. Make your opening night memorable, and your venue unforgettable.
Launching a venue is both an art and a science. By combining creativity, local insight, and smart PR planning, your opening can generate buzz, attract visitors, and set the tone for long-term success. What to find out more? Get in touch.
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