Campaign: To launch Swoon Gelato bar in Bristol (2016) and Bath (2017)
Campaign duration: 18 months with PamLloyd PR
Objectives: To launch Swoon, the authentic Italian gelato bar in Bristol. To drive footfall as a venue for gelato during warme months and as an after meal dessert venue
Strategy: To differentiate Swoon Gelato from ice cream shops and other restaurants offering dessert.
Key messages: Authentic Italian gelato. It’s one of a kind in Bristol and Bath.
Tactics: Use media relations and social channels to target the Bristol food community about the launch. To drive Bristol food scene commentators’ engagement with the venue and have them talk about it to their publics.
Outputs: Photography and video content for media relations and social; media relations targeting local, regional and national news and lifestyle press. Take advantage of current 2016/7 trend – Bristol as the most vibrant food scene outside London. Relevant press coverage for the target customer, social activity including fan of the week and special offers for loyal customers..
- 2016 launch in Bristol was so successful that a second bar was launched in Bath in 2017.
- Loyal following of gelato groupies who post regularly on social
- Frequent queues outside Swoon during summer days and custom after evening meals as a dessert venue.