Work / Ei Publican Partnerships

A record year for National Pub Fortnight

National Pub Fortnight 2019

  • PR
  • Interactive
  • Social Media
  • Content Creation

The challenge

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.

Key results

  • 178%

    Increase in voucher redemptions YoY

  • 61%

    Increase in pubs visited compared to the 2018 campaign

  • 79%

    YoY increase in app sign-ups

  • 226m

    Million total online readership

  • 569

    Social media shares of coverage

The approach

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.

 

Results

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.

2019 was a record year for National Pub Fortnight, we achieved our highest number of voucher redemptions and app sign ups to date as well as more visits to participating pubs than in any other campaign. This is testament to the work of the team at Big Brand Ideas, their creativity, imagination and passion were key to achieving this level of success.

The team showed a true understanding of our brief and created a campaign that met all of our core objectives. They surpassed our expectations and I wouldn’t hesitate to recommend them.

Jon Dale,

Head of Communication, Ei Group