Raise awareness of National Pub Fortnight to drive footfall to participating pubs by encouraging digitally savvy consumers to download online vouchers.
Links to site
increase in pubs visited
Our strategy was focused on highlighting the role of the local pub in keeping communities together. We wanted to build excitement and inspiration, encouraging people to visit their local during the fortnight. A national and hyper local strategy sought to drive footfall via a consumer interest campaign and an online app that offered vouchers for 50,000 free drinks, redeemable in over 2,500 participating pubs across the UK. The campaign was centred around a barometer that highlighted how valued the UK pub was, including a national picture story that put local businesses into the heart of the pub
94 pieces of coverage – 15 national, 72 regional and seven trade titles were achieved in three weeks, of these, 76 were online with 79 backlinks generated. In total the coverage received more than 15.5 million views, while online media coverage generated 4,062 direct visits to the NPF website. The outcome was a 241% increase in voucher redemptions compared to 2017, along with an 48% increase in pubs visited. The app saw a 201% YoY increase in sign-ups and a 3% increase in conversions. Nearly a third of sign ups converted to redemptions.
Head of Communication, Ei Group