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.

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.

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…

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 (under £30k) Campaign.

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