Gladstone's Library, founded by the Victorian statesman WE Gladstone, is a beautiful residential retreat for people who love books, ideas, creativity and discussion. When it was looking to raise its profile, the library turned to ICG to secure widespread national and regional coverage.
Gladstone's Library is a unique destination with a great story to tell and attracts 23,000 visits each year. The challenge was how to communicate its unique selling points to a variety of different audiences.
It was clear that its marketing needed to work harder and make the most of the library's heritage, its open and welcoming ethos and the comprehensive events calendar.
With communications vital to attract bookings for accommodation, events and dining, the marketing collateral had to perform in the digital space, in print and on outdoor advertising. PR was also a vital component to shine a light on this fascinating destination.
ICG's design team created a new look for the library by strengthening its original branding and retaining the original Celtic style badge.
The historic landmark's logo was incorporated into a design imitating the spine of a book and a colour palette was introduced to bring differentiation to the library's unique selling points.
Specific collateral was also created for events including the micro-literary festival, Hearth. The PR team also focused on forging strong relationships with key members of the culture and arts press as well as seeking opportunities for journalists to experience the library for themselves.
Gladstone's Library now has a strategy that brings consistency and clarity to everything it has to offer, both offline and online, appealing to a wide audience, ranging from students, academics and writers to clergy, cultural tourists and local visitors.
The library's marketing team has access to an integrated support team that responds swiftly and effectively to specific requirements, whether that's SEO to promote an event, creating new collateral or updating content on the website.
The PR team has secured coverage in The Guardian, The Independent as well as widespread regional press plus radio, blogs and online content.