Overview
We were approached by Barrio Familia to handle all PR for the launch of their 5th and largest venue in Covent Garden.
Our Objective
To create a buzz around the opening of Barrio’s largest venue opening through PR and a launch party.
Challenges
The Covent Garden venue is a very large space with a capacity of 600 people. That meant we needed a guest list of around 1,000 people to guarantee a full venue. Rail strikes caused us a huge challenge and led to us needing to change the event date twice and having to resend all invites to the entire guest list.
Our Approach
We worked closely with the Barrio team as well as Nightcap’s PR team to plan a PR strategy and launch event that would continue to drive bookings as well as create a huge PR buzz.
What we did
We created and sent out an initial press release, announcing that Barrio Familia was taking over the former Tropicana Beach Club site in Covent Garden. The focus was on trade, hospitality, business, and consumer press both in London and nationally. We used the fact that the site is believed to be ‘The World’s Largest Tequila Bar’ as a hook, as well as a quote from Nightcap CEO and former Dragon’s Den Sarah Willingham.
Next, we focused on the launch event, creating a target list of London-based journalists and influencers. We also invited local businesses in order to support the Barrio events team and drive future bookings. We invited approximately two thousand people in order to have a guestlist of one thousand attendees.
Posh Cockney also organised the step and repeat board as well as the paparazzi for the event.
The Results
The initial press release landed 15 pieces of coverage with an estimated 97.6k views.
During the week of the launch event, there was a 300% increase in Instagram engagement on the Barrio channels.
What's next?
We will continue to support Barrio with their upcoming campaigns and ensure we drive bookings for Covent Garden alongside the other sites.