We were briefed by Sizzling to raise awareness of their Sizzling Community Change campaign, in collaboration with their charity partner, Make-A-Wish UK.
With over 243 pubs across the UK, they set themselves the goal of collectively raising one million pennies for Make-A-Wish through a series of nationwide fundraising activities.
Our objective was to increase awareness of the campaign nationally, increase their donations, and support the launch of their ‘Light Nights’ menu by:
- Securing a minimum of five pieces of regional press coverage
- Achieving a media reach of 200,000
- Achieving a social reach of 15,000
- 200 competition entries
Combing our extensive knowledge of the hospitality and charity sector, we created an engaging press release, detailing Sizzling’s aims and highlighting the launch of their new ‘Light Nights’ menu with a focus on their special Eton Mess Desert, of which 25p of each sale would be donated to Make-A-Wish UK.
Utilising our extensive database of regional press contacts, we embarked upon a targeted media relations outreach, speaking to titles in areas across the UK where Sizzling restaurants are located.
In tangent with this, we also created social media posts to support the media outreach, along with a suite of motion graphics created by our studio team to make a splash across social media.
Drawing upon our Opportunity Spots calendar, we also tactically used World Wish Day as an anchor for our outreach. We used this national day as a launch pad for our social media competition, encouraging people to share their wishes to win a selection of Sizzling vouchers.
We then created a second press release, following a series of regional Sizzling fundraising events to showcase their success and shine a light on the charity partnership.
Our tactics were successful and saw us exceed all KPIs, securing:
- 11 pieces of regional coverage
- Combined media reach of over 400,000 — 50% above target
- Combined social media reach of over 25,000
- 390 competition entries
If you’d like to learn more about our work within the hospitality and leisure sector, click here.