Approaching its 40th year in business as one of the UK’s top luxury caterers, Moving Venue wanted to celebrate its heritage while embracing the future. As accredited caterer at over 40 London landmarks including Kensington Palace, Science Museum, Natural History Museum, St Paul’s Cathedral and the V&A, there was no doubt over its credentials. Yet they wanted to be seen as more than a safe pair of hands.
Chapter was engaged to review the brand’s core identity and develop a forward-looking proposition that married Moving Venue’s trusted operating model with an ambitious, passionate, innovative and agile attitude to the way it serves its clients and venue partners.
With the new brand positioning in place, we needed a creative campaign idea to tell the story. The idea? We created the Moving Venue Academy, an initiative that demonstrates the brand’s commitment to shaping the future of the events industry with a pioneering training and accolade programme designed to develop the next generation of event professionals and support its venue partners.
Through the Moving Venue Academy, new event professionals were equipped with the skills, knowledge, and hands-on experience need to excel in this dynamic field. The programme included workshops, menu development, competitions, and in-house experience across Moving Venue’s accredited venue portfolio, all structured to build proficiency in event planning, execution and management.
“This feels like the culmination of 40 years at the sharp end of event catering, distilled into a unique programme designed entirely to support the next generation of talent for our vibrant industry.”
The Caterer
By collaborating closely with its venue partners, the academy created unique opportunities for emerging event planners to learn directly in the field, gain invaluable insights and develop professional networks. Crucially, engaging the planners early in their careers positioned them closer to the brand, placing Moving Venue in pole position once they became budget-holding decision-makers.
The campaign was swiftly activated with a robust selection process to identify 10 rising stars of the events world. A group of mentors was announced, with a combined 230-years of industry experience, and a seven-module syllabus designed to span all aspects of the sector.
The academy was launched at a spectacular event at the Natural History Museum, with key media in attendance. Widespread exposure was achieved alongside a direct surge in booking enquiries.
Direct booking enquiries the day after the launch party
Readership of online articles
Audience reached by the campaign