Feedback from previous years however had revealed that their introduction video was very London-centric and did not connect as well with people outside of London.
To address this we planned to produce three different versions, one for each region of England.
This involved filming some content to be used across all three versions, about a third of the video. Where as the rest was unique to that region.
The result has been that receiving audiences have felt that the offering is more more suited and relevant to them and early feedback from the events is that sign ups have increased accordingly.