Pavilion Dance, Bournemouth's national dance centre, has been awarded Bournemouth Tourism's Marketing Initiative of the Year 2011 for its innovative marketing communications surrounding its Summer Spectacular; a series of outdoor events over the July – September period.

The programme was produced in order to increase Pavilion Dance’s profile and visibility in the town, as well as show the resort's visitors and residents how relevant and accessible dance can be.

Pavilion Dance’s Summer Spectacular was diverse and family friendly, yet of the highest quality. Performances were taken out of the studios and theatre and into the beautiful outdoor space that Pavilion Dance occupies – overlooking the Lower Gardens and seafront.

The programme included beach performances of Tilted Production's seaside-themed SEASAW, and Dancing Terraces; giant outdoor free dance classes each Friday evening with up to 700 people taking part in dance styles including Bollywood, African, Irish, Funk and Jazz.

Specifically targeted emails were sent to hotels, language schools and local attractions, enabling them to disseminate information to their customers. Publicity material was widely distributed across 400 venues, and online social media created dialogue with customers. As the budget was limited, an intensive public relations campaign was executed including online, radio and print competitions.

Impact was created through spectacular al fresco events such as a Silent Disco, where clubbers listen to music through wireless headphones and Fuel's Electric Hotel, which was also part of, and funded by, the Bournemouth Arts by the Sea Festival. QR codes were displayed on all event material, directing people to watch promotional videos on their smartphones. Extensive poster and leaflet campaigns targeted both new and established audiences, and both events sold out as a result.

Stephen Godsall, Chair of the Dance South West / Pavilion Dance Board said: “The Summer Spectacular programme took full advantage of the fact that Pavilion Dance boasts not only beautiful art deco spaces, but also one of the most enviable positions in the UK. The marketing behind the programme was essential in raising our profile in the region and beyond. We’ve made efforts in building solid relationships with our partners and look forward to bringing back an even bigger and better Summer Spectacular next year."