10k+
5m
300k
The Stockton Globe is ATG’s new flagship music and comedy venue in the North East. The venue opened in September 2021 with McFly taking to the stage for the very first show.
In the build up to the venue opening, social media channels were established to support the on sale campaign, connect with the local community and begin to build an active audience.
The social media channels would be used to introduce the new venue and ATG to the community in Teesside, keeping them informed with the progress of the restoration. We managed regular organic posting across all social media platforms, assisting with customer service enquiries, comment moderation and content creation.
We launched brand new Instagram and Twitter accounts, establishing the tone of voice across all platforms as well as making sure the venue’s visual style is represented consistently. We also repurposed the existing Facebook page for the venue and shifted the focus and content slightly to focus on the present / future – previously it had been used to talk primarily about the building’s heritage story.
Our aim was to engage with the target audience for shows, building connections and establishing a dedicated community of active supporters. We needed to increase awareness about the new venue and grow follower counts across all platforms to build a large audience ahead of the venue opening. Our social plan would also need to support the first show announcements and drive ticket sales.
We worked with our friends at Instruct to create a recognisable visual style for the social media channels with a selection of branded social templates, they took inspiration from the art deco features and colour scheme of the venue to create these.
During the time we began work on this project the live entertainment industry was struggling as a result of the pandemic, we therefore constantly adapted our strategy on the channels and the tone of our posts to be mindful of the current climate, and the fact that many independent venues were under threat.
Some of the tours that were initially announced to be at the venue in the summer of 2021 were also unfortunately postponed as a result of the pandemic, which factored into the messaging we were putting out on socials and the customer service enquiries we faced.
Part of our early strategy included building a relationship and partnerships with local organisations, volunteers, media and music talent to collaborate on meaningful and engaging content.
We successfully grew a following across all of the Globe’s social media channels, building relationships with the local community and advocates for the restoration project.
We announced more than 50 events for the venue with high levels of engagement and ticket link clicks across the posts, driving ticket sales despite the difficult climate. For key shows such as Status Quo, Jools Holland, McFly, Steve Hackett and Midge Ure we connected with the artist’s teams to create exclusive video content for the venue’s socials.
We covered live posting from key events including the venue’s opening show, creating video content for Stories and Instagram Reels which received a total of over 7k views.
