Parogon Group Marketing

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Marketing for a restaurant refurbishment

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 whilst 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 Footfall Marketing Strategy

Following in-depth consultation with Parogon Group’s Founding and Managing Director, we produced a complex, multi-channel campaign strategy, designed to appeal to both existing and customers new to the Parogon Group brand.

We developed a multi-generational experiential opportunity for audiences to engage with the soon-to-be refurbished venue.

Appealing to the most primary of human responses, the campaign as developed to provoke feelings of warmth, emotional attachment and nurturing – placing the Swan with Two Necks brand at the heart of customers, and 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, social media, way-finder signage and leaflets, as well as in-venue promotional over-sized print to encourage campaign selfies.

Engaging Social Media and PR Campaign

PR generated within 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 Founder and Managing Director of the Parogon Group, Rich Colclough commented:

The Swan was packed in the first week of re-opening.”

This campaign also went on to be shortlisted in the Northern Marketing Awards for Best Small Budget (under £30k) Campaign.

To discuss campaigns, hospitality marketing, increasing footfall or driving brand engagement, get in touch…

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