Hospitality PR + Marketing

Be At One

Big Cat were briefed to be the press office for the Be At One Birmingham launch, as well as managing the guestlist for the VIP Opening Night Party.

Client

The cocktail institution – Be At One – began in 1998 by three bartenders; Steve Locke, Rhys Oldfield and Leigh Miller. After opening a further 30 bars, the boys decided that Birmingham was a perfect city to showcase the 150 cocktails that they offer.

Objective

  • Plan, design and deliver an integrated PR & Marketing launch program
  • Set up a press office and help to spread the word of Be At One coming to Birmingham through business and consumer publications
  • Build brand awareness in the city through a steady drumbeat of news

Delivery

  • Acting press office prior to, and following the VIP launch night
  • Raised the corporate profile of Be At One and the business founders among the regional business press, building dialogue with key journalists
  • Created anticipation in the city in the lead up to opening and continued to build the momentum following the launch through a cocktail masterclass among the local blogger network and media influencers
  • Managed the VIP guest list through a series of eDM’s targeting influential stakeholders working in Birmingham across a range of industries

Results

  • Secured blanket regional consumer coverage in the lead up to, and post launch
  • Secured 5 interviews in local corporate press with key spokespeople from Be At One
  • Managed a guest list of nearly 500 people for the VIP launch night
  • 5 journalists attended an exclusive cocktail masterclass session
  • 38 key media influencers attended launch VIP night
  • Be At One described the Birmingham launch as the best they’ve done so far!