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Jan 28, 2021 Paul Richardson

East of England Arena and Events Centre

Project background:

The East of England Arena and Events Centre was moving away from being a county showground and aiming to reposition itself as a multi-purpose event venue, comprising of a 6000m2 hall, additional 3000m2 of covered space, 240acres of grass, 5 miles of internal tarmac roads and a gravel race circuit. The venue held a number of solid events including Equifest, the largest amateur equine event in Europe but the desire was to target five more events to create a 'big six' around which the venue could build a full calendar of live events, both indoors and out. Interwoven with this would be a conference and corporate event schedule, maximising the assets of the venue. To do this the venue needed a marketing partner to help reposition the venue, to support its organisers in generating visitors and to generate sales enquiries from organisers,

Vividink role:

  • Reputation management
  • Brand repositioning pr campaign
  • Brand building and lead generative social media campaign
  • Content creation and website management
  • Inbound marketing lead generation campaign
  • Organiser pr and social media support campaigns

Timescales involved:

The campaign was initiated at the end of 2017 and ran continuously until all events were closed due to the global Covid-19 pandemic, the outcomes were achieved in just over 2 years. The venue was sold to AEPG at the end of lockdown and a new programme of marketing has been agreed upon between AEPG and Vividink.

Result / Outcome:

Over the two years the venue achieved its aim of hosting the big six events in its calendar:

  • Truckfest
  • Equifest
  • New Wine
  • Plantworx
  • Soul Survivor
  • Motorcycle News Festival of Motorcycling

In addition over that time, the venue quadrupled its turnover.


“You, Vivid are quite simply the masters of event and venue marketing. Can't imagine using anyone else. Thanks for all the great advice and fantastic work over the years. You've been a vital part of our repositioning,” Jason Lunn venue director, East of England Arena and Events Centre.




Published by Paul Richardson January 28, 2021