In 2019, Crumplebury was a newly established wedding and events venue, set in the middle of a Herefordshire estate. It was so new, in fact, that the building hadn’t even been built when we started working with them.
They came to us in a bid to make an early impression and get them talked about in the highly competitive wedding market.
With the venue still under construction, the challenge for us was to build brand awareness and secure a pipeline of bookings well before the official opening, so that – with the lengthy planning time of weddings – they weren’t sat waiting to host an actual wedding months after the build was completed.
To achieve this then, we launched a comprehensive, year-long PR and marketing campaign that was designed to generate interest and build anticipation for Crumplebury.
The strategy focused on creating a strong visual identity through a series of videos and images that highlighted the venue's unique appeal.
We began with a teaser campaign, producing a main video that played on Crumplebury’s "For the curious" tagline. Focusing on the venue’s rural location we made the most of its limited existing assets to create a forest feast and showcase a grand piano in the middle of a field. The video that was produced, along with a series of seasonal shoots, aimed to build intrigue and showcase the venue’s potential with snippets of what prospective guests and their couples could expect.
Not exclusively a wedding venue (it was opened to corporate event bookings too) we needed to appeal to two audiences, so we developed a set of visuals tailored to each.
For the corporate side, for instance, we produced content that added a touch of personality to what’s typically a more formal sector – for instance, Instagram graphics featuring sheep and referencing ‘Privacy guaranteed’ for discreet business meetings or new product launches, as well as tongue-in-cheek posts highlighting Crumplebury’s capacity for Christmas parties.
Social media played a key role in our approach across both offerings – with one of the standout pieces being a video featuring the venue’s owner, Joe, engaging with the venue’s rural charm by serenading his cows with the aforementioned piano in a field. This content was really well received, driving significant engagement across social platforms as farmers and fans of rural living in general shared the video.
In addition to the visuals and our social teasers, our press strategy involved sending out regular updates to key wedding and local press. Highlighting the various stages of the build, we also used quirky creative spins, such as searching for a bovine pianist/general manager to help run the estate – all of which helped ensure Crumplebury remained top of mind throughout the build-up to its launch. This then culminated in a successful launch event at the completed venue, which was attended by 15 key members of the press.
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