The Dirty Bones NYE 2019 event campaign Sipping Bubbly, Feeling Lovely focused on guest experience and played into existing brand strengths; an atmosphere of good vibes, generous doses of NYC-inspired food & drink, and a seriously good (& loud) Hip Hop, Funk and Soul soundtrack.
strategy
Memorable, pop culture and on brand copywriting and creative to form event identity and assets for multi channel campaign
Utilised guest trends and feedback to guide approach to overall offer - set menus were avoided in favour of classic ALC dishes complimented by exclusive yet fairly priced food & drink specials. Casual group dining was encouraged by sharing specials and drink deals.
Conceptualised impactful in venue printed assets – pre promotional table cards, posters and event menu cards in line with brand content and TOV guidelines
Conceptualised NYE 2019 pre-promotional video
Amplified campaign event messaging via PR campaign, third party, local listings and partners
Full digital marketing campaign including E-shot features, paid social, website feature
Sales & reservation integration to maximise lead generation
Secured brand partner to provide guests free surprise & delight Makers Mark midnight shooter
Venue teams & DJs briefed to mark the countdown, venues provided with party kit to add value and theatre to guest experience
results
Pre-booked sales closed 24% up on NYE 2018
Pre-booked covers 9% up on NYE 2018
Walk ins saw a 25% increase on NYE 2018
Coverage secured on Design My Night, The Handbook, Time Out London
23% increase in new website visitors