When proposals for a 41-storey residential building next door to The Ministry of Sound posed a direct threat to the future of the nightclub, PLMR delivered an integrated campaign to mobilise decision-makers, club-goers, DJs, artists, and the general public to save the club.
PLMR worked closely with The Ministry of Sound to engineer the ‘Save our Club’ campaign and raise awareness of Ministry as an integral part of the UK’s cultural fabric. The campaign emphasised the valuable role Ministry plays as a business that contributes millions to the local community, employs hundreds of people and has a positive impact on the community. Deploying a focused strategy, the ‘Save our Club’ campaign targeted key audiences including the London politicians who would decide the fate of the club as well as high-profile advocates and the wider public.
Over the course of a six month campaign more than 25,000 people signed a petition to protest the developer’s plans, celebrities such as UK number one recording artists Example and Wretch 32 spoke out publicly in defence of the club and the Ministry gained significant coverage across local, national and international media. The ‘Save our Club’ campaign generated a huge amount of web traffic, and to date the campaign website has received 760,000 visits and over 680,000 social networking interactions.
In a meeting of London’s Southwark Council’s Planning Committee, key politicians, local decision-makers and members of the public came together to see the results of the campaign. The Committee of politicians voted 5-1 to save the world’s most famous nightclub, against the explicit recommendations of Planning Officers. When the application was called in by the Mayor of London the developer finally agreed to measures that would guarantee Ministry of Sound’s future.