spottydog was briefed by All Bar One to launch their second Manchester site at the Trafford Centre, with a particular emphasis on promoting their cocktail offer.
Our solution was to fuse the All Bar One guest’s favourite passions – fashion, shopping and cocktails, through the creative idea of ‘Cocktail Couture’. We commissioned fashion stylist Sara Luxe to create three looks based on Manchester’s current best selling cocktails – the Mojito, Cosmopolitan and Honeybee Martini using high street brands on sale at the Trafford Centre and a budget of £100 per collection.
We commissioned Manchester model Isi Peters and photographer Jon Parker Lee to shoot the Cocktail Couture Collection on site at All Bar One on the day of launch, creating the theatre of fashion shoot activity as part of our launch day activity and capture the interest of Trafford Centre shoppers to create buzz on launch day. We art directed the photography shoot to ensure the visual content generated could be deployed across different media formats, including publicity collateral, website and social media content.
The Cocktail Couture campaign generated PR exposure for All Bar One across all target channels including the Manchester Evening News, Cheshire Life, lifestyle bloggers, The Trafford Centre social channels, Facebook, Twitter and Instagram reaching an audience over over 7 million. The campaign achieved a CIPR Midlands 2016 PRide Gold Award for best use of photography and design.
“The use of photography was a crucial element in the overall success of the Serving up Cocktail Couture campaign. The judges particularly liked the good use of research and clear identification of the audience demographic that fed a strong creative brief and delivered strong results that contributed to the success of the overall campaign.”