It’s no secret that our PR team are a bunch of foodies, so when The Ivy Collection approached us to arrange and manage the launch of its new restaurant in the Victoria Quarter in Leeds, we jumped at the chance!
Working closely with The Ivy Collection team to facilitate the launch of the new eatery, our events specialists utilised their expertise to roll-out a pre-launch stunt in Leeds city centre, specifically targeting consumers in the city to effectively drive reservations at the new restaurant.
Erecting a two-metre-high ‘living’ sign spelling out ‘The Ivy’ in City Square – one of Leeds’ busiest commuter areas – we handed out more than 3,000 white Yorkshire roses to passers-by, each of which had the booking details for the restaurant tied to its stem.
We also handed out roses in other high footfall areas, including the Victoria Quarter and Albion Street, from specially-made flower carts featuring The Ivy branding.
From constructing the ‘living’ Ivy sign and installing all elements of the activity in Leeds city centre to managing the event on the day and organising the full derig of the activity, our events management team coordinated the entire stunt from start to finish.
How Did We Do?
The campaign implemented by our PR team generated more pre-launch reservations than targeted and the activity resulted in unprecedented media coverage across the region – 169 cuttings were secured following this activity, with a reach of more than 19 million across print, broadcast, online and social media platforms.