360 degree comms for playground to bar brand
After delivering successful launch campaigns in Birmingham (Digbeth), Nottingham and Bristol The Relationship were appointed as Roxy Leisure’s retained national agency to support the brand as the concept rolls out across the UK in June 2022.
Our responsibilities take in 360 degree comms for the brand, including the development of a corporate comms strategy and trade media outreach. We work closely with the marketing team to trouble shoot across the portfolio of 15 venues to ensure visibility and profitability of all sites across the portfolio.
Since our appointment we have delivered launch campaigns in Cardiff, Edinburgh, Birmingham (Victoria Square), a ‘golden cup’ campaign in Liverpool (designed to increase consideration and reinvigorate local trade), developed and delivered the brand’s corporate PR strategy and ran on-going influencer campaigns across all sites.
Our campaign tactics have taken in:
Event management and guest list curation
PR stunts and photo-calls
Launch of Roxy Ballroom Birmingham
‘Booze & Ball Games’
As part of the campaign, activity included:
Management of the Roxy Ball Room’s press office securing 19,119,000 OTS with regional and trade press as well as local influencers and consumers
Distribution of a press drop to 75 regional media and influencers securing 800k OTS
Delivery of a photo booth activation in Grand Central securing over 500 mailer sign-ups
Hosted an exclusive launch party that was attended by over 350 local influencers, media, businesses, movers and shakers. Overall, this activity secured over 400 pieces of social media coverage generating 1,500,000 OTS.
Implemented a disruptive outdoor media campaign across key areas of the city reaching an estimated footfall of over 1,000,000.
“Jo and her team were essential in helping us establish Roxy Ballroom in Birmingham. But more than that, I have been most impressed by their execution, all round support and eye for detail – all spot on.”
Joel Mitchell, Commercial Manager, Roxy Leisure
Roxy Lanes Edinburgh
In November 2022, the Roxy Leisure Group opened their 13th site to date, Roxy Lanes Edinburgh
At The Relationship, we were appointment as the PR and communications agency to develop and implement a 360 campaign strategy that effectively generated exposure in the Scottish capital
The campaign sought to generate brand awareness for the Roxy Lanes brand amongst both consumers and corporates in order to drive bookings both pre and post-launch
Giant bowling pin
To further promote the arrival of Roxy Lanes Edinburgh. We facilitated a photo call outside of an Edinburgh landmark with a 20- foot inflatable bowling pin.
The images, along with a press release, were sold-in to regional and trade media.
This created over 500K opportunities to see.
The Relationship created an outdoor advertising campaign designed to reach the Edinburgh consumer at street level.
Included in the campaign were 10 60×40 poster sheets positioned around central Edinburgh and the popular suburbs, as well as a 48- sheet creative build on one of the main roads leading into Edinburgh from the East of the city.
This created over 1 million opportunities to see.