Royal Institution drafts in support

The Royal Institution, the oldest independent research body in the world, has handed a wide-ranging brief to Communique.

The agency has been retained on a 12-month account to attract new audiences.

The cultural centre is the oldest scientific institution of its kind worldwide, and has been undergoing an 18-month redevelopment project set to open in May.

The agency will publicise the centre's re-opening and attempt to drive more people to the London centre.

It will target young professionals aged 25 upwards to attend its lectures, seminars and workshops. It also aims to reach out to a black and minority ethnic audience, tourists and families.

The centre now has a marriage licence, so Communique will present it as an ideal wedding venue, as well as corporate event hire.

Target media include Time Out, the Evening Standard and weekend press.

Director Miki Lentin will lead the account reporting to the Royal Institution director Baroness Greenfield.

Greenfield said: 'We wanted an agency to give our relaunch the maximum possible impact. Our vision is to create an accessible space where all visitors feel welcome, stimulated and engaged by our programme of events, exhibitions and research programme.'

Communique's other cultural clients include the British Library.

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