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.
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.
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.
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…
