Winning vital support for York Minster’s Centre of Excellence
Client
Services
- Integrated Marketing Strategy
- PR
- Social Media
- Stakeholder communication and engagement
Sectors
- Property & Construction
York Minster’s vision was to carry out its biggest planned programme of works for 150 years, including the delivery of a world class campus for research, education and training through an internationally renowned Centre of Excellence for Heritage Craft Skills and Estate Management.
We built vocal advocates for the Centre of Excellence and the Minster’s wider Neighbourhood Plan – the first of its type to be used to map the future care of a cathedral or heritage estate – amongst key audiences locally and nationally by generating awareness, understanding and excitement around the vision and ahead of planning decisions and construction.
We brought this to life through an integrated multi-channel communications approach, including local, national and trade media relations, events, social and web, delivering compelling content built around key themes of sustainability: environmental, financial, and heritage craft.
Results
-
0 - pieces of positive coverage across national, regional and trade media
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0 - increase in traffic to Centre of Excellence and Neighbourhood Plan webpages in 12 months
- Planning
- success with NP adopted by City of York Council, followed by approval of the Centre of Excellence plans and start of construction
-
0 - Instagram engagement uplift
Key Insight:
We identified that without York Minster’s plans being delivered, there was a direct threat to preserving the heritage craft skills required for its continued care, potentially putting its future as a global centre of worship at risk.
Alex McCallion"At such a busy time for the Minster, we have been very grateful to Aberfield for their support in making such an impact in the promotion of our ambitious plans. The promotion of our vision has been a fundamental part of ensuring public support for our ambitious planning applications and their industry contacts have been vital to secure the exposure they have achieved on our behalf."
Director of Works & Precinct, York Minster
