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Cementing Westminster as the Nation's Weddings Capital

Increase visitors and revenue for Westminster's wedding venues through strategic positioning, media relations, creative marketing, and industry-first events.

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Cementing Westminster as the Nation's Weddings Capital

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  1. ‘Cementing Westminster as the nation’s weddings and civil partnerships capital’COMMS2POINT0 UNAWARDS 2015

  2. Background Thousands of couples have tied the knot in Westminster, many at the UK’s “coolest registrar office”, the Old Marylebone Town Hall - the same venue that saw the wedding of Beatles star Paul McCartney (twice), as well as Hollywood A-listers including Antonio Banderas.

  3. Background In August 2013, the Old Marylebone Town Hall closed for refurbishment until early 2017. The total number of marriages performed in Westminster dropped by 33% from January-May 2014 compared to January-May 2013, at a cost of £37,075 to the council.

  4. Objectives • Increase visitors to westminster.gov.uk/marriage by 30%, from 26,157 between January-May 2014 to 34,004 between January-May 2015. • Increase revenue to our register office by 30%, from £150,146 between January-May 2014 to £195,189 between January-May 2015 (above the £187,221 peak for January-March 2013).

  5. Audience Couples in Westminster and surrounding London boroughs planning a wedding.

  6. Strategy Strategic positioning of new wedding venues through media relations, creative marketing, and face-to-face engagement at industry-first events, alongside new pricing structures. Awareness – of new venues Asia House and Mayfair Library Consideration – through winter wedding discounts, media coverage and offers Interaction – on a more user-friendly website Transaction – at face-to-face events including the industry-first Westminster Weddings Open Day

  7. Outcomes • Revenue from weddings and civil partnerships between January-May 2015 was £243,982, nearly £50,000 more than our original target. • The drop in bookings slowed from -33% in 2014 to just under 10% in 2015.

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