Partner Case Study: Wembley Stadium

Jackie Boughton, Head of Sales, Conference and Banqueting details why Wembley are proud Platinum Partners.

When developing the marketing strategy for the re-birth of Wembley Stadium, London & Partners were the obvious choice of associations to join, as we aware of the role they play in actively promoting their members and London as the world’s most exciting destination to visit whether it be for leisure or for international meetings and events.

Initially joining as Gold Partners to ensure that we maximized all avenues available, the objective was to attract and inform meeting planners, conferences and incentive organizers, associations and corporates in the UK, Europe and USA markets. When the Stadium opened in 2007, and with an offer which then included the Wembley Stadium Tour and Store, we felt it was time to review our membership and to capitalise upon the opportunities which London & Partners (Visit London as it was then), could offer to the leisure market.

We have now been a Platinum Partner of London & Partners for 4 years and the benefits are several fold: PR and editorial opportunities, networking, online event listings, entry in relevant guides, attendance at trade shows, social media, online booking for stadium tours, e-newsletters.

One of the key objectives of the Stadium Tour was to increase exposure and traffic, along with promoting the tour to the Travel Trade in Europe, and with the assistance of London & Partners, we have seen a growth representing 20% from Western European Markets with France and Germany leading the way.

One of the joys of working with London & Partners is their knowledge of the industry in which we find ourselves – whether it be meetings and events, association business or the travel trade and it helps that many of the team come from within our industry which gives them a true understanding of the needs of their Partners. In addition is the support they give to winning major events at Wembley Stadium, such as the NFL and The UEFA Champions League. London & Partners partner with the FA Group in terms of marketing and helping to raise the profile of Wembley and London in collaboration with UEFA and help amplify these by facilitating events such as NFL Fan experience and the UEFA Fan Village.

According to the Business Visits and Events Partnership, Britain’s Event Industry is worth almost £25 billion to the economy, so attendance at MICE exhibitions such as International Confex and overseas shows such as IMEX Frankfurt and EIBTM, IMEX USA and Confex, drive business tourism into London and is one of the key benefits we at Wembley take advantage of. Exhibiting under the umbrella organization of a destination is key and by taking a pod, allows me to exhibit at more exhibitions than we would normally be able to with the budget I have!

Wembley Stadium will be hosting the London 2012 football quarter finals, semi-finals and finals and whilst I am aware of the benefits to the city of hosting the Olympics and Paralympics, the team at London & Partners have been honest with the industry regarding the challenges 2012 will bring and I am grateful for that. With their help and professionalism, there is life after the Olympics and Paralympics and the promotion of London to the national and international markets will continue long after 2012 and Wembley and I look forward to maintaining and developing our short and long term goals for the greater good of the Leisure and Business Tourism sectors of our industry.

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