To raise awareness of Young’s pub refurbishments and to reinforce their gastro pub positioning
Our strategy was two-fold: raise awareness of the Young’s London portfolio and to promote locally the benefits of refurbishments to the community. Leveraging Young’s riverside pub locations, we took the media on a river cruise to experience the range of occasions that can be enjoyed by consumers across the year, stopping at different outlets to enjoy coffee, drinks and food. Local openings were supported with news generation tactics relevant to the outlet eg theatrical heritage, celebrity clientele, ‘stitch and bitch’ knitting groups and mini playlets which drove visual and editorial coverage in key local media.
Over thirty pieces of high profile media coverage were secured in key national and London press reaching 80% of the TA almost four times with features such as favourite riverside locations and best pubs for Father’s Day. Footfall to featured pubs increased by 20% with food sales up almost 30% over the period with PR as the sole driver.