Work /

Raising the bar for National Pub Fortnight

Enterprise Publican Partnership

  • PR
  • Media Relations
  • Press Photography
  • Consumer Relations

The challenge

Raise awareness of National Pub Fortnight to drive footfall to participating pubs by encouraging digitally savvy consumers to download online vouchers.

Key results

  • 15.5m

    Coverage views

  • 79

    Links to site

  • 48%

    increase in pubs visited

The approach

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

Results

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.

Big Brand Ideas must be congratulated in speedily getting to the core of the challenge ahead and swiftly turning the objectives into a well-orchestrated consumer interest campaign that was fun, newsworthy, timely and most importantly effective. Not only did it get the media talking in a creative and engaging way, it contributed to a significant positive shift in drink sign ups, voucher redemptions and pubs visited.

Since their appointment I have been impressed by the energy, creativity and passion shown by the entire Big Brand Ideas team and I would recommend them without hesitation.

Jon Dale,

Head of Communication, Ei Group