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Signature Pubs Ltd (Cold Town House Launch)

Launch Campaign Of The Year

Signature Pubs Ltd won the launch campaign of the year with their Cold Town House Launch which had the main objective to position their venue as the home of the ‘Cool As F***’ brand launched in early 2018: Cold Town Beer. Signature Pubs created a range of actions to help build the buzz about Cold Town House, initially starting with an online teaser campaign ‘Something Cold is Coming’, positioned to generate interest by posting snippets of the construction site, building a time-lapse video of various depictions of Edinburgh Castle and to finish it off, slowly revealing of the venue and its offerings over social media.

Following the teaser phase, the brand ramped up their marketing with PR, outdoor advertising, created press releases, used press and bloggers, sponsorship of Edinburgh rugby and also issued offers including freebies, discounts and 2-4-1 pizzas.

The campaign was covered in over 50 publications, saw over 6,000 likes in 2 months, had a total of 1,2000 website sessions alongside exceeding projected taking by 20%. The judges felt this campaign was a great example of local marketing, with impressive booking metrics and strong financial success. They were particularly impressed at how the team engaged their broader team in the campaign.