Our cunningly good® approach…
Volpa’s Solution
Our objectives were:
1. Promote Best Bar None venues as safe establishments within communities, particularly amongst young people
2. Raise the profile of the Best Bar None scheme and its benefit to communities
3. Improve social media engagement with consumers
4. Promote successes of members in the National Awards Scheme within their communities
We knew the biggest challenge would be making the Best Bar None scheme relatable to every walk of life in our communities. We therefore split the work into three mini campaigns: #HaveASafeOne aimed at 18-25year olds; a 125ML campaign aimed at 30+, who were identified as a target audience by the client; and the awards which would unite communities.
For this we needed a multi-channel, multi-content approach; mixing traditional PR, social media and identifying and engaging with prominent influencers within communities.
Our strategy was to be as relatable as possible to each audience, speaking their language, making the right comparisons and using the right platforms.
Meanwhile, Volpa sought to bring communities together and to rally around their licensed premises through our awards PR.
Cunningly Good Results