Cygnet to a swan with two necks

Hospitality Marketing

Generating intrigue and excitement

When Staffordshire-based Parogon Group’s restaurant, the Swan with Two Necks, closed for a major refurbishment. Plinkfizz was tasked with retaining its existing customer base and attracting new customers.

A marketing campaign was to scoped to generate intrigue and excitement, as well as encourage additional footfall to the group’s other five restaurants during the Swan’s closure.

 

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The Strategy

The strategy developed by Plinkfizz was to create an experiential opportunity for clients to engage with the Parogon Group brand in a way that aligned with feelings of warmth, emotional attachment and nurturing – placing the Swan with Two Necks brand at the heart of their families.

The fully integrated campaign centred on a “Swans Nest” concept and focused on a nurturing theme with a Cygnet or Swan competition mechanic across PR, Digital Marketing and Print.

 

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Exceptional results with high levels of engagement

Exceptional results with high levels of engagement

PR generated within local media generated 1,977 online shares, both pre and post-launch.

The social media campaign generated some exceptional results with high levels of engagement.

  • Average page likes increased by 300%
  • Average daily engaged users increased by 143%
  • Average daily reach grew by 166%
  • 75 social media photo competition entries…

Award winning marketing

The Managing Director of the Parogon Group commented: “The Swan was packed in the first week of re-opening.”

This campaign was shortlisted in the Northern Marketing Awards for Best Small Budget campaign.