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.
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 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.