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The Relationship x Grand Hotel

360 degree comms for playground to bar brand

Roxy Ball Room
Roxy Lanes

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:

Press office

Content creation

Event management and guest list curation

Influencer engagement

OOH campaigns

Brand activations

PR stunts and photo-calls

Media partnerships

featured coverage

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.

Social Playlist
Social Playlist
“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

Roxy Lanes
A Guide To Edinburgh: 11K OT
A Guide To Edinburgh: 11K OT
Edinburgh Live: impressions: 178,075 / link clicks: 2149
Edinburgh Live: impressions: 178,075 / link clicks: 2149

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.



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© The Relationship – 2023 – Design ManMade

Assay Studios
141 Newhall St
B3 1SF

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141 Newhall St, Birmingham
B3 1SF

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© The Relationship – 2023

Design ManMade