THE CHALLENGE
Young’s Pubs wanted to capitalise on London summer tourist volume. Driving footfall was paramount, along with retaining brand values and tone of voice with a lean budget.
THE STRATEGY
Creation of a pocket-sized book focusing on Young’s pubs in central London. Rather than a simple map the booklet led with the heritage of each pub to entice a visit and guide the reader to each location via key well-known landmarks. Displayed in each pub and further distributed through media placement in key hotel locations and high footfall areas. To drive sales the booklet featured vouchers to redeem a free paddle of beer with every two main meals ordered.
THE RESULTS
Warmly received by pub managers, the creative clearly expressed the tone of voice and values of Young’s Pubs and has received a positive response from all locations.
Young’s Pubs wanted to capitalise on London summer tourist volume. Driving footfall was paramount, along with retaining brand values and tone of voice with a lean budget.
THE STRATEGY
Creation of a pocket-sized book focusing on Young’s pubs in central London. Rather than a simple map the booklet led with the heritage of each pub to entice a visit and guide the reader to each location via key well-known landmarks. Displayed in each pub and further distributed through media placement in key hotel locations and high footfall areas. To drive sales the booklet featured vouchers to redeem a free paddle of beer with every two main meals ordered.
THE RESULTS
Warmly received by pub managers, the creative clearly expressed the tone of voice and values of Young’s Pubs and has received a positive response from all locations.
