Marketing Strategy Refresh

To support its post-Covid recovery, St Paul’s Cathedral sought a new marketing strategy. The new marketing strategy will aim to grow domestic audiences and reduce the historic reliance on international visitors.

The strategy development process involved analysing ticket sales data, market research, exit surveys, social analytics and the competition complemented by a team visioning workshop. Research and data showed that while St Paul’s Cathedral enjoys enviably high brand awareness, the major barrier to visit for domestic audiences is the lack of relevance as an attraction.

To grow its domestic audiences strategy recommends that St Paul’s targets three domestic market segments with growth potential. To make the cathedral more appealing as a visitor attraction the strategy recommends revitalised brand advertising alongside tactical marketing activity both designed to communicate the fascinating history, astounding architecture and compelling visitor experience.

So that the strategy is easy to implement it includes targeted positioning statements, budget recommendations, campaign planning templates, illustrative creative concepts and prioritisation frameworks.