The meetings and events landscape has shifted significantly over the past few years. Budgets have tightened, many businesses now have in house meeting rooms and organisers expect more than the traditional boardroom setup. Venues need to work harder than ever to stand out and attract revenue from a wider range of event types, and this is exactly where our latest project with Birchwood Park began.
The team at Birchwood Park recognised that the standard approach was no longer enough. They needed a new message and a new way to communicate the value of their offer, especially as the market has become increasingly soft. As part of their commercial strategy review, we were asked to support them in creating a fresh, bold campaign that would help reposition the EngineRooms as the venue of choice for events that are anything but ordinary.
This is where our work started.
Before any design concepts or visuals were explored, we first returned to the core challenge. The meetings market had changed. Demand was down, competition was up and clients were seeking immersive experiences rather than routine meetings.
The EngineRooms had something powerful in their favour. They had space, both indoors and outdoors. Not just space in the literal sense, but space for creativity, for wellness, for team building and for full company events. What they needed was a narrative and a campaign that captured this potential in a way that resonated with event organisers, HR leaders and agencies.
Working closely with the EngineRooms team, we developed a repositioning strategy focused on one key idea: not your ordinary meeting or event space. This became the foundation for everything that followed.
With the strategy in place, we brought the message to life through a digital first brochure designed to inspire and spark ideas from the moment it is opened. The aim was to move away from the typical corporate meeting brochure and instead create something vibrant, visual and memorable.
The creative direction focused on three core concepts.
1. From Boardroom to Festival
Showing how an everyday event can scale into something fun, immersive and energising.
2. Your Blank Canvas
Highlighting the versatility of outdoor and indoor spaces and encouraging organisers to imagine what their event could become.
3. The Big Escape
Reflecting the growing demand for wellbeing, creativity and fresh air through experiences that go beyond four walls.
The brochure was deliberately photo led, bold in layout and minimal in copy, allowing the visuals to communicate the possibilities. It also showed the full breadth of the EngineRooms offer, from family fun days to lawn takeovers, wellness activities and of course the practical essentials like meeting rooms, catering, parking and AV.
A campaign only works when every touchpoint delivers the same message. With that in mind, we developed a full activation rollout covering:
• Email campaigns and newsletters
• Personalised outreach from coordinators
• LinkedIn and social carousel content
• Updates to the Meetings and Events pages on the website
• Digital screens across the site
• Pull up banners and strut cards
• New image assets and hero photography
• A downloadable and web friendly version of the brochure
We also provided guidance and copy for the website team to ensure the digital experience aligned with the new creative style and felt consistent with the brochure.
Throughout this project, our aim was not just to create something visually striking. It was to help our client reposition their offer in a way that brings commercial value and supports long term growth.
By reframing the conversation around space, creativity and experience, the EngineRooms is now better placed to attract bookings from event organisers looking for something fresh. They have a message that resonates with the needs of the current market and a suite of assets that communicate their strengths with clarity and confidence.
This has been a fantastic multi team project, and it has been great to support Birchwood Park in creating something that feels both bold and relevant. The campaign went live in early November and is already making an impact across digital and on site channels.
A huge thank you to the Birchwood Park team for their collaboration and trust throughout this process. Helping them bring this vision to life has been a real highlight.
If you would like to see the final brochure or explore how this creative approach can work for your own venue or brand, feel free to get in touch.
