Davies Tanner has won the three-way pitch to handle the newly created account, which will be the biggest PR push yet by the body.
As well as domestic campaigning, a key focus will be the US. This includes promoting the venues at the events trade show IT&ME, which takes place in Chicago next February.
Headed by Sue O’Gorman, the account team will also support UVL at major events and exhibitions in the UK including Confex, RSVP and the National Venue Show.
The group will also handle consumer and trade media relations, as well as internal communications among the UVL’s 53 members. This includes the production of an internal monthly news brief.
The agency also hopes to further increase business for UVL members by initiating tie-ins between venues, such as using one venue for a dinner and then going on to a museum or art gallery to see an exhibition.
An important aspect of the campaign is to promote UVL as a brand, according to O’Gorman. ‘We want UVL to become a voice for the events industry both inside and outside it,’ she said.
O’Gorman added that promoting the role the venues play in corporate event planning is also part of the brief.
She added: ‘The events industry is extremely important to London.’