April 2021 saw hospitality open their doors once again after being closed by the pandemic for the third time in the last year. While venues were opening with restrictions in place, it was still a relief to be able to have a small number of bums on seats. Which is why it was more important than ever for us to wave our PR wands and secure coverage for magic themed bar The Cauldron and its sister venues across London – Wands &Wizard Exploratorium and Superheroes Bar.
With every pub, bar and restaurant making a grand re-opening at the same time, we needed to make sure these magical venues stood out from the crowd. To do this, our strategy was to secure exclusives with key targeted publications to make sure we were getting quality features with strong reach before going out to the wider media.
We were first tasked to support the brand with the re-opening of non-essential retail and outdoor hospitality with Greek Street’s Wands & Wizard Exploratorium’s world’s first magic wand controlled interactive window displays. The windows formed part of a walking tour of Soho featuring highlights of the queer history in and around London’s most vibrant LGBTQ+ district. To get the word out, we secured an exclusive with Pink News – a UK-based online newspaper with daily round ups of the top LGBTQ+ news stories – as well as featuring on a bulletin with ITV’s Good Morning Britain. The coverage we secured reached more than 35 million people and was also covered by titles including Yahoo! News, ONinLondon and The Resident.
As restrictions started to ease and we were allowed to sit inside venues, we were able to push the newest magical experience to land at Wands & Wizard Exploratorium – Wizard’s Afternoon Tea. A brand-new bewitching pop-up that allows you to become a wizard for the afternoon where you can unlock treats and tea all through your own magic wand. Ahead of the launch, we secured an exclusive with Tyla – the home of women’s entertainment and news – both online and on its social media platforms, as well as working with a number of different TikTok and Instagram influencers to try it out for themselves.
Lastly, we needed to shout about it’s one of a kind immersive bar where the every-day person can become a crime-fighting, cocktail-making crusader, bringing the pages of comic books to life. This fantasy-inspired interactive journey through the Golden Age of superheroes sees a black and white 2D space that’s designed like the hand-sketched world on the page of a retro comic book. For this, we secured an exclusive with London’s Evening Standard, who featured the story online as well as on its social channels. Following that piece, we secured further coverage with other key London titles including London on the Inside and an interview with Hoxton Radio as well as more national coverage in the i and influencer visits to gain traction on social media.
In total, we achieved more than 80 pieces of coverage across a three-month campaign supporting a number of different venues and experiences, with a reach of 132 million. The strategy to securing exclusives proved to be the right tactic during the current climate and helped to provide a robust ROI. Now that’s one for the magic books!