The Problem
The coronavirus pandemic abruptly halted in-person events. These were ticketed and often sponsor-backed, representing a key revenue stream for the company.
The Opportunity
Creating a virtual events platform would allow audiences nationwide to continue engaging with The Spectator’s writers, politicians, and public figures. It also enabled sponsorship activity to continue, providing an important income source.
The Process
Designed a website structure to meet both marketing and events team needs including event listings, ticketing links, speaker bios, and a built-in streaming area.
Researched and implemented a Zoom integration with the bespoke website, saving over £10,000 in production costs.
Worked with design and editorial teams to create a marketing launch plan for Spectator TV, producing assets for social media, The Spectator, and The Telegraph.
Managed a weekly email campaign to 60,000+ subscribers, writing copy in The Spectator’s tone of voice and coordinating artwork and launch emails as events went live.
The Outcome
The first live event, The Week in 60 Minutes with Andrew Neil, sold 50,000 tickets and achieved 150,000 YouTube views.
Transitioned successfully from live to pre-recorded shows, enabling stronger post-event engagement through viral YouTube clips.
The platform became a model for sponsored virtual events, hosting high-profile events such as the Energy Summit, Health Summit, and an Alternative Conference (due to the Conservative Party Conference being cancelled).
