Liberation Group
THE CHALLENGE
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Make the Peirson stand out against hundreds of pubs in Britain and Ireland.
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Engage local media to cover what was essentially a commercial competition.
SERVICES DELIVERED
THE SOLUTION
Liberation Group is the Channel Islands leading brewing, pub and drinks distribution business. Among its portfolio of bars and inns is The Peirson. Situated in the Royal Square, the Peirson is named after Major Francis Peirson, the eponymous hero of the Battle of Jersey, which took place in 1781. In 2011 the company decided to gain national recognition for the Peirson by entering the pub in a competition run by the Daily Telegraph and sponsored by Famous Grouse to find the 100 most famous pubs in Britain. Orchid Communications worked with Liberation Group to plan a multi-approach campaign which included producing a short video explaining the history of the pub, using history re-enactors from the 1781 Jersey Militia. This was posted on You Tube and supported by a sustained social media campaign through Facebook and Twitter and press releases to all local media resulting in considerable coverage across print and broadcast platforms.
THE RESULTS
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The Peirson was featured in The Telegraph feature ‘Britain’s 100 most famous pubs’, the only pub in the Channel Islands to be profiled in this influential title.
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Significant local media exposure generated as a result of the voting process and final results.
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Boost to social media followers using online channels to raise awareness of the campaign.
"We wanted to get people talking about our entry and Orchid’s approach of producing a video to bring the words to life really worked. It was a refreshing idea and it got results. This secured us important coverage in a leading national title, which maintained brand awareness, stall motivation and investor confidence. Thanks Orchid!"
JO REED, MARKETING MANAGER
Best use of PR