The brief

The FA was undergoing a period of transformation and George’s Park was an integral part of this. We were brought in to reshape its conference and events offering, and rebrand its entire site – not only as the home of English football, but as a unique events destination.

The challenge

• Establish St George’s Park reputation as a unique facility, perfect for hosting corporate events in the Meetings, Events, Conferencing and Exhibitions (MICE) sector.  

The story

• Developed a library of case studies and co-ordinated new photography for the site.
• Created strong messaging around the benefits of its rural location and its diversification, including the Outdoor Learning Centre and laser combat centre.  

The results

• Delivered 19 pieces of coverage with 100% positive sentiment and a 2.98 million online readership in the first six months alone.
• Contributed to year-on-year record results for meetings, incentives and corporate events since the site’s launch.
• Ensured its position as a MICE destination – it has since gone on to host more than 7,000 events in its first 5 years.