The Athenaeum
With a history spanning over 200 years, The Athenaeum stands as a cornerstone of Liverpool’s cultural heritage, while also serving as a home for the city’s next generation of movers, shakers and creative minds. This iconic sanctuary is one of Liverpool’s most forward thinking spaces, celebrated for its striking architecture and an extraordinary library with over 60,000 volumes.
Propel PR has played a key role in transforming The Athenaeum from one of Liverpool’s best kept secrets into one of the city’s most talked about private members’ clubs.
While The Athenaeum’s exclusivity and heritage were originally central to its appeal, its community had naturally become smaller over time.
Propel PR was brought in to breathe new life into the longstanding institution, reintroducing it to a wider audience of guests from business, corporate and media backgrounds, while preserving its prestige and values.
The team was tasked with clearly communicating The Athenaeum’s rich history and core values through a strategic mix of press releases, social media management, and the delivery of an event celebrating this iconic institution. The result was renewed relevance, increased visibility and a growing, engaged membership community.
Membership was positioned as truly global, with access to over 100 reciprocal clubs worldwide, perfect for working abroad, studying overseas, or enjoying premium spaces while travelling for leisure.
Propel PR supported the campaign with targeted press releases distributed to local and regional media, securing several pieces of coverage in Liverpool Echo as well as Explore Liverpool and Nook & Find blog.
This coverage highlighted The Athenaeum as a space designed to work for its members, featuring expertly trained staff, a well stocked bar, quiet corners for study and reflection, elegant rooms for events and private dinners and a kitchen delivering indulgent, high quality dining. From intimate gatherings to life’s biggest celebrations, including weddings, The Athenaeum was positioned as a picturesque venue for every occasion.
Backed by Propel PR, The Athenaeum has entered a new chapter, one that celebrates its past while embracing the future, fostering a community that is as lively and inspiring as the building itself.
