Despite its status as a one-of-a-kind, historic building, Halifax’s Piece Hall had become a drain on local resources whose glory days had seemingly passed. The Piece Hall Trust was established to realise the landmark’s full potential, and we were brought on board to reclaim the narrative, support the case for renovation funding, and breathe life into the Trust’s international ambitions.
To bring the Trust’s vision to life, we needed to win the support of Halifax communities. We approached the town’s local newspaper, who became a critical friend of the development, and focused on sharing the benefits of the Trust’s vision within the community. All the while, we helped to create a fresh, branded identity for The Piece Hall.
Once the Trust had secured funding, we brought this unique cultural asset to national – and global – attention through a positive press campaign. Long-term, we successfully pitched The Piece Hall as a backdrop for some of the country’s most beloved broadcasts, including Antiques Roadshow (twice!), BBC Breakfast, Good Morning Britain and BBC Radio 5 Live.
On reopening day, 23,000 people walked through The Piece Hall’s gates. Cash machines in Halifax ran out of money. The launch was an unprecedented success and set the tone for the years to follow, which saw thousands of editorial pieces achieved across local, regional, national and international media. Halifax was dubbed “the Shoreditch of the North” by BBC 6 Music.
After just two years, 5 million people had visited The Piece Hall, which has become an award-winning, globally-recognised destination and a point of pride for Halifax.
“The build up to The Piece Hall’s reopening was an unparalleled success, and Anita and her team navigated some very choppy waters to ensure it would be.
Following that huge moment, Animo PR helped us to move the story on: launches are one thing, sustained strategic communications that deliver outcomes are something else entirely. The Animo PR team was integral in us achieving our commercial and cultural goals in the first three years of operation.”