PR & Event Management

The Ivy: Luxury Restaurant Launch in Leeds.

Client Name

The Ivy

Website

theivyleeds.com

Services

Design / PR

The brief

The Ivy Collection got in touch with us to manage the launch of its brand new and highly anticipated Leeds restaurant. Our PR & Content team was asked to generate a buzz across the city via a creative communications strategy comprising a media relations campaign, influencer and blogger outreach, experiential activity and event PR.

What we did.

The launch consisted of experiential activity within the city including the design, build and installation of a living sign, fresh flower carts in key locations and bespoke media gifting.

Once a buzz had been created on launch day, our PR team set to work organising a VIP blogger breakfast and the event management of two prestigious preview parties. This involved managing the guest lists and coordinating the running order of the events. Pure was responsible for liaising with key stakeholders and business partners within the city region to encourage uptake of the new restaurant with key business people and influential figures within Leeds. Underpinning these two key pieces of activity was a regional media relations and social media campaign, communicating news about the new restaurant opening whilst encouraging links back to the website.

After proving exceptional results on the launch activity, Pure’s PR and content team won the business to manage the media relations for all of The Ivy Yorkshire sites. This activity consisted of press releases, feature placement, influencer outreach and event planning. As part of this work, we managed 31 events / campaigns at The Ivy Yorkshire restaurants including bespoke, seasonal activity including ghost walks, wreath making workshops, ginger-bread making classes and partnership parties with the likes of Slingsby Gin and Jo Malone. Many of the events we managed for The Ivy Collection involved elements of community relations, including liaising with a number of local schools and community groups to engage them in the activity.

The Results.

The launch activity for The Ivy Victoria Quarter alone resulted in 175 pieces of coverage within a 3-month campaign period read by more than 23 million people. We were also given the KPI of fulfilling 6,000 reservations before the restaurant opened. This was succeeded as we secured in excess of 11,000 reservations prior to the doors opening.

For the The Ivy Yorkshire media relations, our team secured opportunities with 129 bloggers and influencers and over the course of an 18-month retainer period generated 664 pieces of coverage read by an audience of 84,902,163.

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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.