The Warehouse Project: Branding and copywriting
The Warehouse Project is the biggest event series in the U.K.
To kick off their WHP21 series in Manchester they announced the first six shows of the season. The results? All six shows sold out in less than 48 hours.
I wanted to break down one key part of The Warehouse Project's marketing strategy that goes under the radar - copywriting.
WHP21 /// UNDER CONSTRUCTION
For as long as I can remember, The Warehouse Project has used the same captions, phrases and layout. Every caption begins with the season of WHP, the event brand or the artist in capital letters and then three forward slashes.
This copywriting style is part of WHP's brand guidelines. Everything's written in the same way on every single post and it repeats every single year.
Here are some examples:
- WHP21 /// SOON.
- WHP21 /// UNDER CONSTRUCTION.
- THE WAREHOUSE PROJECT RETURNS.
- WHP19 /// METROPOLIS - ANDY C.
- 10.09.21 - 01.01.22
- WHP21 RE-OPENING REVEALED.
- WELCOME TO THE WAREHOUSE.
- WHP21 /// 25.09.21 WELCOME TO THE WAREHOUSE PT.1 – SOLD OUT.
And the most famous one - 'FOR TWELVE WEEKS THIS CITY IS OURS'.
Check out Part II of my breakdown of The Warehouse Project's launch of their new party Repercussion below.