Client: St Deiniol's Library
PR team: ICG
Timescale: January-December 2009
ICG PR was asked to raise the profile of St Deiniol's Library, a residential library in North Wales, during the bicentenary year of its founder, the 19th century Liberal statesman William Gladstone.
- To raise awareness of the library and its value
- To attract new users
- To promote bicentenary celebrations
- To support a fundraising campaign.
Strategy and plan
The team launched bicentenary celebrations at the Foreign Press Association, and communicated targeted messages to a diverse audience. High-profile supporters were engaged, including politicians and writers such as Douglas Hurd, who stayed at the library while he was working on his book about British Foreign Secretaries. Partnerships with bodies including the Chester Literature Festival and VisitWales were set up.
Measurement and evaluation
The campaign secured more than 80 news items including a page in The Guardian, features in the Church Times, The Historian, The House, Heritage, Country Life and BBC Radio 4's Sunday Programme. A debate was held on Radio 4's Today programme on the launch day of the bicentenary celebrations.
Occupancy rates of the library increased by eight per cent throughout 2009.