Hospitality Marketing + PR

The Alchemist

Big Cat was appointed by bar and restaurant operator, Living Ventures, to support the launch of cocktail bar and restaurant, The Alchemist.

Client

The Alchemist identified Birmingham as the perfect city to open the next of their exciting and unique UK venues. With the launch of their first underground speakeasy-style bar, the Birmingham venue perfectly showcases the brand’s flair and panache with an exciting product offering in stylish surroundings.

Objective

To launch The Alchemist brand for the very first time into the Birmingham market, ensuring cut through the clutter in an already crowded space.

Delivery

Excitement and awareness was built for the arrival of The Alchemist to Birmingham through a highly effective three step strategy to inform, educate and action. This was delivered through the implementation of the following activities:

  • Acting press office prior to, and following, the VIP launch night
  • Raising the corporate profile of The Alchemist and the Managing Director among the regional business press, building dialogue with key journalists
  • Planning, building and executing a stunt in the heart of the city centre to engage with consumers directly. A see-through perspex box was built next to the iconic Bullring Bull. Local passers-by saw two ‘mad scientists’ concocting dry iced based cocktails with plenty of theatre and drama which proved to be very popular with passers-by
  • Managing the VIP guest list through targeting influential stakeholders working in Birmingham across a range of industries
  • Securing an exclusive sneak peek with The Birmingham Mail

Results

  • 32 pieces of coverage that span across regional, consumer lifestyle titles and business press
  • 42 pieces of social coverage driven by stunt activity (from local press, influential food and lifestyle bloggers and consumers)
  • 36 key influencers attended for the media night which generated 42 pieces of social coverage
  • 12 media interviews with leading regional titles such as The Birmingham Mail, The Midlands Insider, Colmore BID and In The City Magazine