We were appointed by The Ivy Collection to manage the launch of its new brasserie on Temple Row, Birmingham. We were tasked with developing a press and launch strategy, activating local partnerships and influencer relationships, and devising creative PR campaigns and stunts to achieve media coverage and a buzz around the opening.
In addition to the proactive press office activity, our key focus prior to the launch was to ensure the restaurant maximised its outreach and bookings following their telephone lines going live. Keen to position itself as relaxed and accessible, we were keen to ensure that its regional activity and messaging differentiated The Ivy Collection from its world famous high-end restaurant on West Street in London.
With a unique and creative concept, which was weeks in planning and construction, we installed a green branded telephone box in Victoria Square in Birmingham at 5am on the morning of the booking systems going live. With our team donning their finest ‘on brand’ floral jackets and dresses, passers-by were gifted a fresh tulip and encouraged to enter the phone box for the chance to win a pair of tickets to The Ivy Temple Row’s VIP preview evening.
To start the buzz, the day before, beautifully packaged floral mailers were delivered to regional VIPs and influencers. Inside the mailer was a pre-programmed mobile phone to enable these lucky few to book in for a complimentary meal once the restaurant opened.
With a phenomenal number of bookings achieved on the day the systems went live, the restaurant was fully booked for months. In addition, the telephone box stunt generated a reach of 1,391,330 and 2,017,765 impressions on Twitter. Birmingham Mail and Free Radio also ran video and audio pieces across their social channels.
We also delivered a number of events targeted at food and lifestyle bloggers, and two VIP launch events – each with 200 guests in attendance.
Following the success of the launch activity, The Ivy Temple Row appointed Rewired on a retained basis to manage its regional activity.