Coventry Pride: Celebrating diversity
“We’ve had some great feedback from businesses in the city centre over the last couple of days – Slug & Lettuce had one of the best weekends ever, together with Wagamama, The Yard, Debenhams, Cosy Club and many more”.
Trish Willetts, BID Director, Coventry Business Improvement District
Context: Our Director David Wilson is a Trustee of Coventry Pride, a charity run entirely by volunteers like David to benefit the LGBT+ community of Coventry and the sounding area. David joined the Trustee board after the 2016 pride festival. Identifying as a gay man David was keen to put something back into his community. Coventry Pride started in 2015 and he felt he could contribute his design and marketing skills to the charity. Glued now include this as part of our CSR programme giving David the flexibility to produce the marketing for the charity.
The requirement: To build brand awareness and promote events.
The outputs: We developed the brand look and feel for Coventry Pride, making it more consistent through the way it communicated. For the 2018 pride we developed the theme #BeYou, developing this into a comprehensive marketing campaign using social media, print and advertising.
The results: For the 2018 pride weekend visitor numbers were up from 10,000 to around 15,000. Social media engagement was up 1,200% in the 28 day running up to Coventry Pride with a post reach of social media of over 77,000. Visitor numbers in the city centre were up over 6,000 on the pride weekend in 2017.
