Challenge & Solution
Greene King, one of the UKs largest pub operators, challenged Brazen to deliver a launch campaign for the re-opening of famed Manchester boozer, The Deansgate.
Through a strategic campaign covering pre and post launch activity, Brazen created genuine excitement surrounding the pub’s re-opening and hosted one of the the city’s biggest and brightest launch parties of 2022!
We kick-started coverage with ‘hard hat’ tours giving key regional press a sneak peek of the venue and background to its history. Once open, we invited them back for a ‘first look’ opportunity to drive PR and social media coverage.
Brazen arranged a HUGE launch party with 450 guests, including key media contacts, local businesses, VIPs from the hospitality scene, influencers and a selection of Manchester celebs.
To drive talkability we commissioned local poet ‘ARGH KiD’ to craft an Ode to Deansgate, performing this to the crowd in a twist to the usual ribbon cutting ceremony, followed by an evening of showstopping live entertainment.
Thanks to our blanket media coverage, creative launch event and more, Brazen ensured The Deansgate launch was the talk of the town!
Results & ROI
- 51 coverage hits – including multiple stand-alone articles with ALL regional press targets and two national hits in The Sun
- Launch party attended by 450 VIP guests – with media reporting The Deansgate launch as one of the best events of 2022!
- In its opening month The Deansgate surpassed all sales targets by 25%