STAGING A VIP EVENT


Client: Bertie's Coffee Lounge & Tea Room Info: Event launch communications

BRIEF

Bertie’s is well-known in the area of Elland for hosting some of the most unforgettable celebrations – from weddings to birthday parties – at its fantastic West Yorkshire venue for nearly 40 years.

Following a relaunch and refurbishment to take its restaurant to the next level, the co-owners of Bertie’s wanted to capitalise on the daily market – and therefore put plans in place to launch a brand new ‘Bertie’s Coffee Lounge & Tea Room’.

Offering a luxury experience for Afternoon Tea go-ers to enjoy home-grown, chef-prepared food and multi-award winning barista style hot drinks, Prosecco and other tasty treats, Bertie’s enlisted our help to launch a VIP event and create a media buzz in the run-up to its official launch of the refurbished Coffee Lounge & Tea Room in its stunning Victorian Lounge.

APPROACH

Identifying the key markets, we pulled together a comprehensive PR plan for Bertie’s to host a ‘VIP event’ three days before its Afternoon Tea was officially launched at the venue.

Dipping into an extensive influencer and media contacts book, we created an e-communications VIP invite specifically for hand-picked regional journalists and lifestyle bloggers to attend the bespoke event. We also personally invited the new Mayor and Mayoress of Calderdale to officially open the revamped venue.

To get the media excited about the upcoming VIP event, we hand-delivered cupcakes – prepared by Bertie’s chefs – to selected journalists alongside a media alert and their official invite.

And as well as offering Bertie’s in-house team social media ideas to help countdown to the launch, we continued our media relations programme by arranging for exclusive video access to the media to witness the venue’s transformation.

Working alongside Bertie’s, our plan for the VIP event itself included the staff hosting latte demonstrations, serving up canapes and Afternoon Tea treats and freebies, as well as offer goodie bags for attendees to take away.

We approached Families Pennines magazine and lifestyle blogger, Mama Mei, to stage social and digital competitions to win vouchers for an Afternoon Tea experience at Bertie’s. A press release was issued post-event with images taken from a professional photographer on the day.

To complete the PR programme, we created an Afternoon Tea brand video for Bertie’s which is now staged on its website and has been promoted across its social channels to entice people to book.

RESULTS

Our approach generated more than a dozen pieces of coverage – from blogger reviews to media articles which included an exclusive double-page spread in the Huddersfield Examiner and a video on the publication’s website – which attracted nearly 200 shares.

The launch was such a success in attracting regular bookings that Bertie’s have since extended its opening hours to include several Saturdays a month.

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