SEO Tips and Tactics for Events Venues
11/03/2025
10-11 Carlton House Terrace
How to use creative concepts to significantly expand your reach and engagement on social media.
Services provided
Industry
Market
step 1
The brief
The objective was clear: deliver a creative concept for an event that would engage social media users before, during, and after the show. The campaign needed to significantly increase exposure around the event whilst creating a genuine talking point that would encourage organic word of mouth and industry buzz. The brief was straightforward, develop something that would cut through the noise and get people actively participating and sharing across their networks.
step 2
The concept
Patch developed an innovative ‘Cluedo’-style mystery game that transformed the event into an interactive experience. The concept cleverly used the venue floor plan as the game board, helping participants become familiar with the layout and capacities whilst they played. Staff, suppliers, and partners became the characters, each with their own social media channels to amplify reach. The campaign incorporated a Sherlock Holmes theme, referencing the BBC series and the fact that the venue was the Diogenes Club, creating an immediate pop culture connection. Clues were designed to showcase the venue’s rooms, features, and team personality, whilst Patch managed and interacted with social media guesses to encourage participation and extend reach throughout the campaign.
Social media
Actively managed and interacted with guesses and participation across social channels throughout the campaign. Responded to theories, dropped hints, and encouraged sharing to maintain momentum before, during, and after the event, creating sustained buzz and extending organic reach.
Content creation
Produced all campaign assets including character profiles, clue content, visual materials, and Sherlock Holmes-themed branding. Created content that tied the pop culture reference to the venue (the Diogenes Club from the BBC series), ensuring every piece showcased the venue whilst driving participation.
Stakeholder activation
Leveraged the networks of staff, suppliers, and partners by transforming them into game characters. Coordinated their participation and content sharing across their own social media channels, significantly amplifying campaign reach and creating multiple touchpoints with target audiences.
step 3
The results
We looked at 10–11 Carlton House Terrace alongside three other venues that exhibited at the same event. The stats cover the two days of the event (19–20 Sept) within a six-week campaign period. For a fair comparison, we focused on Twitter, the channel all four brands were active on at the time.
Transforming engagement and results
84%
more impressions per follower
333%
more impressions in total
524%
more engagements
1188%
more engagements per follower
Transforming engagement through creativity
The Cluedo-style campaign for 10–11 Carlton House Terrace demonstrates how a creative, interactive concept can dramatically expand reach and engagement on social media. The campaign delivered exponential growth across all key metrics, proving that imaginative ideas, combined with strategic activation, can transform a traditional event into a memorable, buzz-worthy experience.
We love working with the Patch team. Their extensive industry specific knowledge means they understand how the busy event industry works and how to best
Show More
Jackson, Tony and the whole team did a fantastic job helping us conceive then design and execute a new website and comprehensive marketing campaign to
Show More
Jackson, Melissa and the whole Patch team are absolutely brilliant. Always up for a challenge and with the skill and know-how to drive it to
Show More
Patch have an exceptional knowledge of the UK events industry, and a proactive and innovative approach to marketing and digital services. Highly recommended.
We can’t recommend Patch highly enough for their incredible work in transforming the way our consumers engage with our digital platforms. From web development to
Show More
Jackson and team Patch are, to quote Tina Turner, ‘simply the best’… If you are a business that wants a strong industry presence, which ultimately
Show More
Jackson and the team are just amazing. We worked with them for our SEO on the website and during the period of their support, our
Show More
The vision for growth for the Westminster Venue Collection required a fresh direction in a digital marketing partner – one that was creative, transparent, innovative
Show More
What a team! For more than 10 years Patch have supported our venue in all aspects of marketing, including creating our fabulous new website for
Show More
We have worked with patch for close on about 8 years now. All I can say is that they are an incredible team to work
Show More
Jackson, Tony and the whole team did a fantastic job helping us conceive then design and execute a new website and comprehensive marketing campaign to
Show More
I have had the pleasure of working with Jackson and the Patch team across a number of my roles, and they are always fantastic to
Show More
Trusted by
