The Ivy Liverpool Brasserie
The Ivy Collection, an iconic, national restaurant brand, was heading to Liverpool and Propel PR were delighted to have been chosen to work as an extension of their in-house team on a full tailored launch strategy.
Propel PR provided a detailed tailored strategy that was broken down into pre-launch and launch. Focusing on an engaging PR stunt ahead of opening to build momentum for The Ivy Liverpool Brasserie, to official announcements, first looks and an incredible launch party, we wanted to ensure our strategy got everyone talking!
With an initial opening announcement, we communicated The Ivy Liverpool’s key details including its Brasserie concept, whilst also paying homage to the Grade I listed former Bank of England building that was being carefully restored after decades of being unoccupied and derelict, creating a special home for The Ivy Liverpool Brasserie in the process.
Following this was a key ‘Reservations Line Moment’; to mark the official opening of the reservations for the Liverpool venue, we created the idea to have a giant Ivy vault in the heart of Liverpool city centre for thousands to engage with and win prizes to spend at The Ivy Liverpool. In line with the building’s history, we created the vault where guests could crack the code and step inside to reveal a secret prize of their choice including an amazing year’s worth of dining! The queue was incredible all day and every prize was taken.
In line with the reservations line going live, we also announced The Ivy Liverpool’s official opening date.
To mark the opening of The Ivy, we planned an unforgettable, showstopping launch party where almost 600 guests were in attendance. With a glitzy green carpet, immersive 360 photo booth and an exclusive performance from Liverpool’s very own Mic Lowry, the launch really was one to remember and a chance for guests to soak up the stunning venue as well as tasters from the menu and their expertly made cocktails and drinks.
With celebrities in attendance, we secured national news as well as over 650 posts, stories, reels and videos across social media.
Completing our campaign were First Looks and an official opening press release where we revealed the completed, incredible interior of The Ivy Liverpool Brasserie.
We’re proud to have generated 63 pieces of media coverage, over 600 social media posts and welcomed 590 attendees to our glittering launch party, generating 100% positive impact and an overall campaign reach of a staggering 343.3M.
