Durham Cathedral has beaten stiff competition to win two awards over the last two months for its fundraising project Durham Cathedral in LEGO, which has attracted global interest and essential new sponsorship to the Cathedral over the last three years.
Durham Cathedral in LEGO was awarded Best Charity Event of the Year at the Amazing Durham Awards on 22 September, and the project was recently awarded the Durham Business Group Marketing Award at an award ceremony at Beamish Hall Hotel on 11 November.
Sponsored by Narrative Communications, the Durham Business Group Marketing Award recognizes innovative approaches to marketing, and initiatives which support business growth. With over £300,000 raised for the Cathedral’s new Open Treasure exhibition experience, and with bricks added to the LEGO model by people from 182 different countries, the project was a resounding success.
On top of the more familiar marketing methods, such as posters, flyers and adverts, the use of social media and innovative product design helped Durham Cathedral in LEGO become an even greater success. T-shirts, mugs and limited edition mini-models were sold far and wide, and over 40,000 people tuned in to watch the last brick being added through a live Facebook stream, giving a small insight into the global popularity of the project.
A series of five LEGO films were also created as part of the marketing campaign, as part of a collaboration between Durham Cathedral and video production company LintelFilm. The films tell the story of Durham Cathedral in LEGO from the life of St Cuthbert to Cathedral life today. The LEGO films were viewed over 50,000 times in just 5 weeks, engaging new audiences and promoting the opening of Durham Cathedral’s new exhibition experience Open Treasure.
Ruth Robson, Head of Marketing and Events at Durham Cathedral, said: ‘We were delighted to receive the Marketing Award for Durham Cathedral in LEGO. We have worked hard to promote Durham Cathedral in LEGO over the last three years and this award stands testament to the efforts of staff and volunteers who have constantly found new and inspiring ways to engage visitors with this innovative fundraising appeal’.
With additional sponsorship being provided by companies such as Thorn Lighting and Sacristy Press, and the Cathedral’s relationship with groups such as the North East Autism Society and the Durham Light Infantry Trustees strengthened, the impact of Durham Cathedral in LEGO will be felt for years to come.
Durham Cathedral in LEGO has also been short-listed for Most Innovative Fundraising Campaign at the National Fundraising Awards on 29 November.