PR Case Study: Flint – Londinium
Flint helped the City of London Corporation to celebrate the City’s Roman heritage by promoting and driving engagement for its Londinium events.
Campaign: Londinium
Client: City of London Corporation
PR Team: Flint PR
Timing: July – October 2017
Summary
The City of London Corporation appointed specialist cultural comms consultancy Flint in May 2017 to lead a six-month campaign to promote Londinium, a curated programme of public events celebrating London’s Roman heritage.
Delivered by the City of London Corporation in conjunction with partners including the Museum of London, Shakespeare’s Globe Theatre, the Barbican and Bloomberg, events were staged throughout the Square Mile between July and October.
Londinium’s ambitious programme offered both a contemporary and historic artistic response to Roman London, comprising historical exhibitions, guided walks, educational talks, a street art commission, an immersive app-based audio experience, a hip-hop performance combined with 3D projection mapping and the celebrated Gladiator Games.
Objectives
Flint’s core objective was to engage diverse audiences in a public celebration of Roman heritage, targeting a wide variety of audience segments, driving footfall to the events within the Square Mile and maintaining momentum and engagement throughout the summer months.
The agency was also tasked with developing the Corporation’s social media following through Facebook, Instagram and Twitter. Flint also supported it with VIP engagement, as well as media buying and planning at key moments of the campaign.
Strategy and implementation
Flint launched the campaign with an exclusive Press Association photo and video shoot of the Trauma exhibition in the Roman Amphitheatre, securing national and international coverage in The Daily Telegraph and on AOL for the critical launch moment.
Further photo shoots throughout the campaign were delivered in partnership with Getty Images and the London Evening Standard, creating crucial assets for press coverage.
The agency secured historian and author Tom Holland as a Londinium ambassador to deliver a keynote speech at the programme launch and a comment piece for the London Evening Standard, while it also recruited Gladiator’s award-winning screenwriter William Nicholson to close the season’s outdoor film screenings with a talk and audience Q&A.
Of crucial importance to the client was the introduction of key journalists to the City’s Roman sites. The agency was able to introduce a number of journalists to the client, ensuring the season delivered an ongoing legacy for the Corporation.
Results
In total, over 120 items of coverage ran throughout the campaign, with the agency hitting 100% of the tiered priority media targets.
Flint also hit the desired KPIs for social media, delivering an approximate 3,000 new followers across the three core platforms through a multi-faceted content strategy.
• Picture credit: Clive Totman
