- 16 Hospitality
To increase awareness of venues using social media
16 Hospitality is a company with sites in the North West of England and North Wales. The company’s aim is to become a quality leading brand in North Wales and the North West of England in the hospitality sector, devoted to its people and its customers.
With a total of four sites, two in Cheshire, The Swan in Tarporley and The Crown in Goostrey, and two in Anglesey, The Oyster Catcher and The White Eagle, the company endeavours to provide a welcoming environment in every establishment that cares for its locals.
Strategy and tactics
As a newly-established company with a limited budget, it was mutually decided that a digital campaign would be most effective way to communicate to the intended audience, and Papillon PR began to devise a PR strategy that would increase an awareness of the venues outside of the immediate surrounding area, focusing particularly on social media account management.
Initially, time was spent not only understanding the key messages that 16 Hospitality wished to communicate, but also the county of Cheshire itself, establishing contact with both reputable accounts on Twitter, such as Taste Cheshire and Real Ale Cheshire, and the local press.
The importance of building a relationship with these media outlets on Twitter is that as it is on such a public forum, anyone and everyone can observe the direct discourse between users. It is essential that the communication during the initial introduction and the following discourse is positive. As a result, once the relationship is established and the content provided by 16 Hospitality’s accounts is proven to be meaningful and of use, that content is more likely to be shared to a wider audience more rapidly and thus generate the intended publicity.
Papillon PR also identified a number of ways to widen the exposure of the pubs, such as interacting with popular hashtags for the local area and the hospitality industry and also by retweeting content from other accounts to demonstrate the passion and extensive knowledge that 16 Hospitality has for the industry. Similarly, this has resulted in established relationships and mutually shared content, allowing us to tap into the followers from well-known accounts through the means of a third-party.
By the end of the first month of the strategy, Papillon PR had successfully increased the number of profile visits for each account by 123%, the mentions by other users for The Crown in Goostrey by 100% and an average increase of 44 new followers across both accounts.
As well as success on the digital branch of the campaign, Papillon PR also secured print coverage for both pubs in the lead up to their Annual Beer Festivals in established local press, as well as press attendance for The Swan’s Beer Festival. Papillon PR also negotiated a review for The Swan in Taste Cheshire, which was one of the key media identified to be targeted.
Papillon PR go above a beyond from what you’d expect from any other PR agency, from pub launches to charity events and beer festivals, not to mention monthly marketing activities, to ensure our customers keep coming back for more.
Edward Barlow, 16 Hospitality