How we got the Malt Cross Singing From the Roof Tops.

December 1, 2015 |

It’s been a busy year for our client The Malt Cross, after securing over £1.38 million from the Heritage Lottery Fund (HLF) back in January.

With the venue temporarily closed for extensive renovation works over a number of weeks in the summer, it was our challenge at Tank PR to keep one of Nottingham’s best-loved leisure venues in the forefront of people’s minds.

So, how did we achieve this?

After organising and hosting a successful ‘end of era’ closing party with journalists and friends of the Malt Cross alike, we kept key press contacts updated with the progression of the renovation, always pushing the message that the venue was still very much alive and kicking.

Further to this, we also ensured supporters of the Malt Cross were kept in the loop on its social media channels. Sharing a view ‘behind the curtain’ is always well received.

We also offered a glimpse of what the Malt Cross will be doing after the works, including calls to action for new job roles and the offer of exhibition space in the new-look gallery.

We did what we do best and welcomed the Malt Cross back in style by hosting another lively party, once again packed with the right people, with the aim of letting everyone know it was back and better than ever.

With the empty champagne glasses cleared away, we offered BBC East Midlands Today an exclusive look behind the scenes once the works had been completed. We were careful to select an organisation both on brand and with the correct target audience for our client. EMT fitted the bill perfectly.

The exclusive certainly paid off and after plenty of positive feedback the story soon headed up the chain at BBC HQ. We were contacted directly by the producer of Songs of Praise asking about the possibility of featuring the Malt Cross as part of its revamped show.

Obviously, we jumped at the chance but none of this was a fluke. It just goes to show that a clear strategy, coupled with a strong accumulation of coverage allowed our client to feature on a British institution.