The launch of Hull’s new arena – a marketing success
- Paul Savage, Bonus Arena’s head of entertainment, marketing & sales will talk about the venue’s award-winning marketing campaigns
- He will share challenges and key learnings of promoting the £36m venue which opened this summer
Following the successful launch of the UK’s newest entertainment venue, the Bonus Arena, Paul Savage, the arena’s head of entertainment, marketing and sales will headline a Chartered Institute of Marketing (CIM) event in Yorkshire. Paul will be discussing key learnings from the launch and the venue’s contribution to Hull’s local economy and City of Culture legacy.
Paul will discuss how marketing storytelling has helped to drive sales at the 3,500-capacity music and events venue and in turn, breathe and restore new life into the city.
Discussing the project’s success Paul said: “We’ve been open around three months and have run a number of successful campaigns which have really captured attention and resonated with people. Before we opened we had to test the entire venue, including the toilets, so ran a campaign called the Grand Flush. We needed 140 people to help flush the toilets – we had offers from 900.”
At the event Paul will reveal the arena’s Christmas marketing campaign and will talk about the challenges he has faced in his role, as well as the positive impact the venue is having on Hull’s local economy.
Paul, a former journalist and PR specialist, added: “We’ve thrown out the rulebook when it comes to marketing the arena. We use storytelling to create surprise and develop publicity.
“Our work isn’t just about selling out concerts – it’s about breaking down barriers and selling Hull as a destination of choice. And already, we’re surpassing expectations.”
Sally Steadman, chair of CIM Yorkshire, said: “In just a few months, the Bonus Arena has put Hull on the map. We are delighted Paul is speaking at the event to provide his expert advice on marketing an event and a venue.”
“Guests will also be given a free tour of the venue and there will be an opportunity to meet and network with local marketers to share ideas, knowledge and contacts.”
The event marketing challenge takes place at the Bonus Arena, Hull, on Tuesday 13 November.
It runs from 6-8pm and tickets are free for CIM members and studying members, £5 for students and £15 for non-members. Snacks and refreshments will be provided.