20 Bedford Way

Market-leading content to engage audiences

The Project

20 Bedford Way is a leading central London event venue, owned by UCL Institute of Education. Loom has worked on the account since its launch as an external venue, helping secure commercial bookings, primarily for their flagship Logan Hall conference and theatre space.

We developed a bespoke digital marketing strategy combining a number of channels to influence users at different stages in the customer buying journey. This included search engine optimisation, paid advertising (initially), content marketing, online PR, and social media management. We focused on raising brand awareness, engaging key audiences, increasing online visibility and ultimately growing revenue.


YoY growth in booking enquiries


views of the event resources


organic keywords ranking in the UK

An integrated approach that continues to deliver

Over the years that Loom has worked with 20 Bedford Way, we’ve adapted our approach to meet their evolving needs. Initially, we focused on brand awareness, launching the new offering with a bang. Paid and social activity was a key part of this.

Once the brand was established, we worked on increasing the organic visibility and engaging and retaining our core audience of event planners. New landing pages were created based on our analysis of user behaviour and search data. We also put a focus on creating market-leading content pieces to engage and support the primary audience of event planners. This helped build a community on social media.