THE IVY
The Ivy Collection is an iconic, national restaurant brand with venues all over the country. It was revealed that Liverpool would have its very own The Ivy Brasserie and Propel PR were delighted to be chosen to execute a full tailored launch strategy.
From an unforgettable brand activation in Liverpool city centre that saw thousands of people engaging to a show stopping launch party, several press releases to communicate key messages and influencer engagement, we successfully ensured that The Ivy Liverpool was welcomed into the city with open arms.
CHALLENGE
With The Ivy Collection being a national brand, it was essential that we created an effective strategy to engage with the restaurant’s target audience, communicate key messages, particularly centred around the building and its heritage, as well as making The Ivy Liverpool Brasserie the city’s own.
Too many times we’ve seen national brands pitch up in Liverpool without strategies that resonate with the people of Liverpool and ultimately, fall flat. Propel PR were on hand to ensure this wasn’t the case for The Ivy, utilising our excellent media contacts, influencer relationships, local businesses and the corporate community.
STRATEGY
Propel PR provided a detailed tailored strategy that was broken down into pre-launch and launch to support The Ivy’s central team. 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!
“THEY DELIVER IMPRESSIVE RESULTS WHILE MAINTAINING A POSITIVE, FUN AND COLLABORATIIVE APPROACH TO BUSINESS”
“The opening of our 43rd Ivy Brasserie in Liverpool city centre required us to work closely with a PR agency with deep local knowledge – an agency that could help us create tailored marketing tactics that would truly resonate with the vibrant culture of this dynamic city.
Propel PR stood out from the start. Their response to the brief not only showcased their expertise, but also reflected a genuine passion for our brand and goals, demonstrating a clear understanding of how to engage with guests, drive bookings, and generate a strong PR buzz filled with positive sentiment.
Georgia and Jade have been incredible to work with, showcasing the utmost professionalism and dedication to bringing this exciting project to life. They’ve remained solution-oriented when challenges arose, and their creativity and ideas have seamlessly aligned with our execution plans, delivering strong results. Additionally, their ability to connect with both media and influencers to drive coverage was amazing.
If you’re looking for a PR agency that is smart, hardworking, and genuinely passionate about what they do, I couldn’t recommend Propel PR more. They deliver impressive results while maintaining a positive, fun, and collaborative approach to business.”
Mel Frost, Senior Marketing Manager
VENUE SPECIFIC TACTICS
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.
RESULTS
The Ivy Liverpool Brasserie has been welcomed with open arms and the anticipation ahead of its opening was absolutely fantastic. We executed a campaign that built excitement, whilst engaging with the city.
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.
READY TO TAKE YOUR BRAND TO THE NEXT LEVEL?
Contact Propel PR today to see how our strategic PR plans and event management expertise can help you achieve your goals. Let us help you make your brand the talk of the town.