London Cocktail Club - Event Launch
case study
London Cocktail Club
The task
In October 2021, PLPR was appointed to launch London Cocktail Club’s new bar, The Cocktail Club: Bristol (TCC:B) on Corn Street.
Being its biggest venue yet, The Cocktail Club Group wanted to make noise around the launch with some mischievous fun, showing off the brand-new hot spot, perfect for the party goers of Bristol.
The brief:
To issue a regional press story promoting the new opening
Conduct a local stunt to publicise the venue
Run a VIP launch night with media, influencers and local businesses attending
The plan
Regional press release
Ahead of the launch, PLPR issued a regional press release to local media to publicise the opening.
Local publicity stunt
PLPR appointed Bristol-based doughnut brand, Pippin Doughnuts, to create The World’s First Porn Star Martini Doughnut. This was in collaboration with TCC:B.
TCC:B x Pippin Doughnuts - The Porn Star Martini Doughnut
500 doughnuts were sampled in three central Bristol locations from a TCC:B branded bike by high energy bar staff. Everyone who received a doughnut got handed a free cocktail, generating data capture for TCC:B.
We promoted the sampling activity on local event guides What’s on Bristol, Best of Bristol, Secret Bristol and Bristol Live. Single doughnuts were hand delivered to local influencers to generate social posts and to drive traffic to the @londococktailclub Instagram page.
National story
The Porn Star Martini Doughnut gained national coverage as a world’s first product. National titles sampled the doughnuts and coverage was achieved with the likes of FoodBible, HELLO! and Heart FM promoting the brand name nationally.
We ran a competition to win a box of PSMD’s and a round of free cocktails on the TCC:B website. This was a data capture project that captured entrants’ details for remarketing.
Launch event
Our strong relationships with regional media, influencers and local businesses allowed us to create an oversubscribed launch event leaving everyone with a night to remember.
We used our network of lifestyle and hospitality contacts to invite food and drink reviewers, fashion and lifestyle influencers, media contacts and local businesses to the launch event. The response was entirely positive with over 90% of those invited attending.
The experience delivered by the TCC:B team and PLPR ensured that everyone had a memorable time. 500 people arrived to party, including JJ Goodman (Founder), who poured cocktails while standing on the bar, Sarah Willingham (Investor and ex-Dragon) and TCC:B stakeholders.
The results
Media coverage: KPI 4 / Achieved 8
Event attendees: KPI 300 / Achieved 500
Competition signups: KPI 300 / Achieved 400
Social media influencer posts: KPI 50 / Achieved 160
Doughnuts sampled by public: 500 with free cocktail vouchers and data capture
Doughnuts sampled by national media: 5 media houses
Sophie Evans, Marketing Manager
The Cocktail Club Group
“Pam Lloyd PR did a great job of bringing the vision of a Porn Star Martini Doughnut to life. What started as an idea for our Corn Street opening, soon became a reality with them securing the collaboration with Pippin doughnuts, through to obtaining national press. For a regional opening, this exceeded our PR expectations and helped drive approx. 400 competition entries resulting in data capture, a key aspect of the campaign.
“The launch night was phenomenal and one of the biggest parties seen for The Cocktail Club group. With a great turn out from media and influencers, we collectively managed to spread the word of the new club to the target audience.”
