Helping the nation test for the virus - how one event business found a new use for their products

Gala Tent, one of the UK’s largest suppliers of commercial marquees, faced huge uncertainty when lockdown came into effect in March and all of their events services were cancelled for the foreseeable future.

At the same time, the NHS and local authorities quickly needed to set up drive-through and temporary testing centres in order to manage the increasing numbers of patient COVID-19 testing across the country.

Gala Tent knew their business could help to offer this support, but needed to showcase their offering in this new setting.

Working with the Google team for advice, they refashioned their website and changed their marketing strategy to focus on the medical market. They worked with Google to understand search trends and they soon found that portable tents were in highest demand for testing centres and patient waiting areas. The team quickly pivoted to respond, tightening the focus to reach these new customers who were looking for immediate help.

By acting fast, Gala Tent has now provided over 500 portable tents to authorities across the UK. Not only has the company supported the NHS when it was most needed, but diversifying their offering allowed them to retain valued staff and provide long term security for the business.

Working alongside our account manager at Google undoubtedly helped us to make a seamless transition from household name in the events industry to supplier of vital tools which would assist medical professionals.

Ryan Bracha, CMO, Gala Tent

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United Kingdom

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