Pub brands Crown Carveries, Sizzling Pubs and O’Neill’s was launching a programme of activity to support the Armed Forces over the next year. Part of Mitchells & Butlers, the UK’s largest managed pub and restaurant operator, spottydog was called upon to help raise local awareness as well as promote its offering and help its fundraising cause across each of its local chains.
The pub groups had already raised £45,000 so far and had set a target of £100,000 by the end of 2015. We recognised an opportunity to tie this in with the upcoming Armed Forces day through a regionally targeted press release. This would allow us to make local print and online titles aware firstly of the charitable work its local Crown Carveries, Sizzling Pubs and O’Neill’s was doing, and secondly of the upcoming Armed Forces Day.
We arranged a photocall at two restaurants capturing representatives of the brands and VIP ambassadors for the Help the Heroes charity and the Invictus Games to support the release. Along with a number of other initiatives, such as the Defences Discount card and a £1 contribution for every bottle of Help for Heroes wine sold, we set about pitching the news story to members of the local media as well as to some of the UK’s biggest circulating regional newspapers.
We secured 29 pieces of coverage in local print and online titles situated across the UK. What’s more, whilst this was a regionally targeted campaign, national newspaper The Independent picked up on the news story and subsequently included the piece in print and online – which boosted audience figures by around 4 million.
In addition, there are currently 73,500 Discount cards in circulation across the UK.