Tonight Josephine

The task

 

In August, PLPR was appointed to launch Tonight Josephine’s newest cocktail bar on Baldwin Street, Bristol.

As a brand already established in London, Birmingham and Cardiff, Tonight Josephine wanted to make some noise of its opening to the partygoers of Bristol.

PLPR was tasked with following the brand’s story of Empress Josephine and showcasing her sass, hustle and empowerment to the females of Bristol.

 

The brief:




  • Gain local media coverage of the bar launch

  • Conduct an activation day to publicise the venue

  • Work closely with influencers to promote the new venue

  • Run a VIP launch night with media and influencers




The plan

 

Media Relations

Regional press release

Ahead of the launch, PLPR issued a regional press release to local media to publicise the opening and Tonight Josephine’s offerings

Media reviews

Once the bar opened, PLPR organised media visits for review pieces on regional new sites such as Bristol Live and Bristol 247.

Competitions

Bottomless brunch competition – To promote Tonight Josephine’s ‘Harry Styles Bottomless Brunch’ offering, PLPR organised a media competition with Bristol Live. Bristol live received 50 exclusive tickets to Tonight Josephine’s first bottomless brunch for the winners of the competition.

Activations (The Exciting Part)

Tonight ‘X’ offered one lucky winner, the chance to become the name of Tonight Josephine’ for one night only. PLPR organised a competition with local social news page, Best of Bristol where females entered to win this worthy title.

The winner, Sophie received

  • The bar branded as ‘Tonight Sophie’ for one night only

  • An invite to the VIP launch for themselves and 50 friends

  • Branded cocktail menus for Sophie

  • A lavish VIP booth

  • Gifts

  • A group pass to a Tonight Josephine bottomless brunch

 A press release was issued to local media to promote the ‘Tonight X’ competition.

PLPR also created 10 posters that were situated around Bristol city centre, directing people to the competition through a QR code.

 

Giveaway wheel

PLPR organised partnerships with Bristol businesses that offered prizes to giveaway from Tonight Josephine.

 These prizes were added to a giveaway wheel, which was situated outside Tonight Josephine on its launch weekend.

 Alongside many offers of free cocktails, free brunch spots and other perks from the bar, those that span the wheel could win:

 

  • Gift card for WildThing clothing

  • 2 X tickets to a Motion event

  • £100 Bambilocks hair extensions voucher

  • A full set of nails from Gossip Nail Bar

  • 2 x £25 Consol Tanning gift cards

  • A set of lashes at Allure Lash Lounge

  • Boob Pot Workshop from Get Your Pots Out

  • A box of Digity Doughnuts

  • 1 x pole dancing lesson from Pink Kitten Dance School

The purpose of the activation was to increase footfall to Tonight Josephine on its launch weekend and to promote brands in the Bristol area that align with Tonight Josephine’s audience.

 

Sass Trail

Following the story of Empress Josephine’s travels from America, several American famous faces were situated around Bristol city centre as part of the ‘Sass Trail’.

Those that found the famous faces, were instructed to return them to Tonight Josephine for a free £100 bar tab.

Clues were posted on Tonight Josephine’s Instagram throughout the day on where the famous faces were hidden. All of them were returned in 2 hours.

This activity increased foot fall into the bar on launch weekend, showing the people of Bristol the fun Tonight Josephine offers.

Influencer activity

Cardiff Visit

Ahead of the Tonight Josephine Bristol launch, PLPR took 10 Bristol influencers to Tonight Josephine, Cardiff.

The influencers were treated to a complimentary bottomless brunch. This was to build excitement around the brunch offerings coming to Bristol and increase bookings ahead of the opening.

Influencers were briefed on capturing content from the Cardiff branch showing the fun had at these events.

PR boxes

Ahead of the launch party, 20 selected influencers received a PR box. This was to generate social coverage of Tonight Josephine ahead of the launch.

The boxes included several items, following the female empowerment theme and Josephine's travel story. This included:

  • Girl power playing cards

  • Female empowerment stickers

  • Tonight ‘X’ phone charms

  • Tequila time and soda kit

  • Passport and boarding pass to Bristol venue

  • Cowboy-themed merch

  • Mini travel suitcase with America-themed stickers

VIP launch party - On Friday 30th September, Tonight Josephine held its VIP influencer and media night.

PLPR invited 100 influencers to the launch night with their +1s. Those invited fit Tonight Josephine’s target market. Local media also attended for review articles of the new bar.

PLPR worked closely with Tonight Josephine to ensure the night was full of entertainment. This included – Welcome prosecco, 4 free cocktails, Harry Styles preview, a Drag performance and canapes.

Results

Media coverage – 9 pieces with 2.2m monthly readers to the websites covered

Launch night – 100+ influencers and media attended

Influencers – over 400 influencer social posts across the full campaign

Tonight ‘X’ – Over 7,000 entries to win the Tonight ‘X’ competition

Dieter Lloyd