Build on the success of National Pub Fortnight 2018 and promote the ‘Alternative Happy Hour’ to drive footfall and celebrate the power of the local pub within the community.
Increase in voucher redemptions YoY
Increase in pubs visited compared to the 2018 campaign
YoY increase in app sign-ups
Million total online readership
Social media shares of coverage
We had 100,000 free drink vouchers to give away via an online app and created a national free drink story to drive footfall to participating pubs. We worked with five hero pubs to create the ‘Alternative Happy Hour’ which encouraged locals to switch off their phones, play board games and read happy news only. We also developed infographics and a ‘Drinker or Thinker’ interactive game to drive social awareness of the campaign.
125 pieces of coverage generated by Big Brand Ideas across broadcast, print and online in two weeks, including BBC News South West, BBC Radio Devon, The Sun, Daily Star, The Mirror, Daily Express and i. In total the coverage generated over 630,000 views and led to 1,059 direct visits to the National Pub Fortnight website.
Head of Communication, Ei Group