C&W to dispel Royal Albert Hall ‘high culture’ image

The Royal Albert Hall has hired Cohn & Wolfe to help shake off its image as a venue exclusively for ‘high culture’ events.

The 133-year-old venue wants to raise awareness about the diversity of its event offering, as well as its new education programme and daytime tours.

C&W won the account in a two-way pitch against incumbent Freud Communications. Credentials were considered from two other agencies .

It intends to position the hall as an important national institution to UK residents and tourists, although it believes there is also scope for targeting overseas tourists.

‘We want to emphasise the breadth of the hall’s offering,’ said C&W director Claire Mann, who will lead the account with C&W managing director Jonathan Shore.

‘The hall is often associated with the Proms. It is not as well known that events like pop concerts, comedy nights and fashion shows also take place there,’ she added.

C&W plans to hold brand-building activities over the next 12 months to highlight the cultural and historical significance of the recently refurbished venue.

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