Nicholson’s Pubs approached spottydog communications to help drive existing customers and encourage new customers to its iconic pubs during its third annual Autumn Beer Showcase. With over 40 brews on offer the showcase offered customers ample opportunity to explore the range and discover a new favourite.
We used multiple tactics to fulfil the brief, this included:
We chose to stagger the activities throughout the showcase to continue momentum for the six-week focus on specialist craft beers and ales. Beginning in September there were four brewery events held at Nicholson’s pubs in London, Edinburgh and Glasgow. We invited beer influencers to each event and encouraged them to share content and review the Autumn ale range on social channels.
Alongside this, we reached out to regional and trade media to drive awareness of the specialist beers on offer from the mix of brewery partners and highlight some of the famous historic pubs the beers could be enjoyed at during the showcase.
Finally, to widen the focus beyond the dedicated events, we invited lifestyle bloggers to their local Nicholson’s pub to try the exclusive collection of beers available. We booked these visits throughout the showcase to ensure we were able to highlight the rotation of beers on offer, which included everything from Siren’s limited edition ‘Here’s Johnny’ Halloween Ale to and the popular Sunshine IPA from WooHa.
By targeting regional and trade media we achieved 13 pieces of coverage, including listings in What’s On city guides and the Yorkshire Post. This resulted in a combined reach of 1,753,076.
We achieved a combined social reach of 57,532 from the multiple beer and lifestyle influencers we engaged with, generating a variety of content shared across Instagram stories, Twitter and Facebook posts.