We were tasked with helping Vintage Inns make the most of a scorching summer, by developing two multi-faceted PR campaigns to drive footfall to its pubs.
The brand’s first key objective was to highlight the beautiful beer gardens available across its popular range of country pubs. To do so, a competition which recognised some of the best outdoor spaces across the chain was created, and we were tasked with creating a media buzz around the 13 regional winners.
Its second aim was to encourage guests to bring their furry friends with them and promote the fact that all Vintage Inns pubs are dog friendly. This campaign was required to be fun and light-hearted and address some of the concerns dog owners face when they take their pup for a drink at the local.
In response to the beer garden brief, we developed and actioned a regional media campaign which was specifically designed to showcase the delightful gardens within each pub and the green-fingered nature of the Vintage Inns pub teams.
This included creating a commemorative plaque for each pub to display on site and organising professional photography for each winning pub.
We then went on to produce a regional press release showcasing the reasons why each pub was selected, and we distributed this via a regional media sell in.
In response to the dog-friendly brief, we created a ‘Pups for Pubs’ campaign centred around the production of a promotional video, a social media competition and a co-ordinated regional media sell in.
This campaign centred on the idea of a ‘pup landlord’ and we worked with influencer and Crufts winner Jodie Forbes to produce the video, which was shared on YouTube and Vintage Inns’ website and social media channels.
For the media sell in, we instigated research among dog owners to find out about their experience of taking their pet pooches to the pub. It identified how dog owners were nervous about taking their furry friends inside and clearly showed that they wanted more clarity from pubs on whether they would be welcome or not.
The video content was shared widely on social media and was even picked up by local Vintage Inns sites and incorporated into their local social plans. To date, it has been viewed more than 1,500 times across YouTube, Twitter and Instagram and has gathered 41,000 views, 172 shares, 318 likes and 59 comments on Facebook.
The media release was covered extensively in the regional press by titles including the Loughborough Echo and the Chester Chronicle. On top of this, Yours magazine covered the story online while pet-specialist title K9 opted to use a Vintage Inn for a celebrity cover shoot on the back of our media outreach. In total, it reached a combined circulation of approximately 1.5million people.