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Lime Venue Portfolio utilises events to promote events

Lime Venue Portfolio’s (LVP) collection of unusual, sporting and cultural venues is holding a series of events across the UK to promote their unique event spaces to companies and agencies. The activities are part of the portfolio’s, ‘Embrace the Sun’ campaign and has seen sales managers at the group’s venues, undertaking a week long period of proactive sales and marketing exercises including customer visits and calling days as well as showcases to promote their extensive range of summer conference, meeting and party packages.

Events have been held throughout April and the first two weeks of May at venues including Beaulieu in Hampshire, the King Power Stadium in Leicester and Bristol Zoo Gardens in Bristol.  

In the first week of the campaign the group visited 758 companies across the UK, conducted nearly 300 show rounds and converted more than £1.1 million of event enquiries.  

The series of events kicked off at Mayfair’s Dartmouth House on 3rd April. Over 100 guests attended the event and enjoyed the opportunity to try the venue’s new summer events food offering including quail scotch eggs with piccalilli and grilled asparagus, artichoke and parmesan tartlets, all served from themed food station including ‘The Great British Picnic’, ‘1950s Diner’ and ‘Theatrical Food Stations’.  

Other venues which have held customer events include Sheffield United FC, Manchester Art Gallery, National Railway Museum, Edgbaston, National Media Museum, the Ricoh Arena and Edinburgh Zoo. Further events are taking place at the Museum of Science and Industry, Bristol Zoo Gardens, Beaulieu , IWM North , M Shed and Hatfield House.  

Jo Austin, head of sales at Lime Venue Portfolio, outlined the value of events to the business: “From our previous campaigns, we identified that inviting customers to our venues was the most effective way of enabling us to showcase the flexible spaces and the award-winning food we deliver and demonstrate the knowledge and experience of our on-site teams. This is one of the most effective ways of educating new customers and developing our relationships with existing ones.”  

Richard Kadri-Langford, head of marketing at the group concluded: “The great results we have seen through our ‘Embrace the Sun’ campaign, provide strong evidence that events are a powerful sales and marketing tool.”

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