PR Launch Campaign

Launching The Ivy Victoria Quarter in Leeds.

Client Name

The Ivy

Website

Services

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.

The concept

The campaign concept.

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.

Event video

A Feast for the Eyes.

Our videographers were on-hand to capture footage of the flowers being handed out to consumers, which was then shared across The Ivy Victoria Quarter’s social media channels.

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.

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Pure were able to take our brief and create an identity and website that exceeded our expectations. The Group now has a presence that backs up the quality of the work we do and the expertise of the people within the business. We have more projects on the horizon in the coming months and will happily work with Pure again.

Tina Jessop, Head of Brand and Communications at STRI Group

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Pure have worked with us on a couple of projects and we've found the team to be extremely capable and easy to work with. We thoroughly enjoyed the process and the outcome has been really well received. We very much hope to work with them again in the near future.

Claire Raynor, Marketing Director at Mamas & Papas

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Pure really spent time understanding our target audience and what we were trying to achieve and that shows in the end product. They were easy to work with and made the whole process smooth. We’re overjoyed with the results

Alan Town, CEO at Knightsbridge Furniture

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We have continued to work with Pure for a number of years now because they have the ability to correctly interpret the brief, then realise that brief through great set design. Their attention to detail regards lighting, mood and styling is on point. They are flexible and accommodating to work which really helps when deadlines are tight’

Zoe Milnes, Exhibitions & Events Manager, Camira

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After Pure’s great work on our other brands, Michelin and Energizer, it was already obvious that it was the agency we needed to help us launch the new Lynx car fresheners. Pure’s ability to offer a host of services, as an integrated consultancy, meant that it had the capabilities to service our requirements. We look forward to continuing to work with the Pure team moving forward after our launch of the car fresheners and on our other brands.

Alice Staker, Marketing Manager at Custom Accessories Europe

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Our membership concept is brand new for the equestrian market, we wanted to partner with an agency who would bring our idea to life, with strong brand, photographic and creative skills. We have been delighted with the results.

Liz Hopper, managing director of Harry Hall

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Pure has an established and excellent reputation as an agency, and in particular working within the automotive sector. We were impressed with Pure’s experience of developing strategic incentive campaigns that have proven and tangible results.

Henry Bisson, marketing manager at Ring Automotive

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The scheme developed by Pure is an exciting way to open up new doors for us. Working closely with the team at Pure we hope to bolster our brand to a wider audience, whilst also helping other mobility businesses within the industry.