The world’s smallest cocktail bar
In August 2022, The Cocktail Club appointed The Relationship to develop a PR and Communications strategy which would cut through the noise of competitors and position The Cocktail Club as the new “place to be” in the city.
The campaign sought to introduce Birmingham consumers to The Cocktail Club’s unique brand and key messaging by using disruptive, creative and savvy PR tactics.
featured coverage
The world’s smallest cocktail bar
To mark the fact that The Cocktail Club was opening its largest site to date, we staged the ‘The World’s Smallest Cocktail Bar’. The three-day pop up took place inside Temple Phone Box on Temple Row in Birmingham City Centre, from 1-3rd Sept 2022, with JJ Goodman serving cocktails to invited guest
This resulted in 12.2 million opportunities to see across regional, national and trade media including the BBC, The One Show, The Cocktail Lovers, Metro, The Daily Mirror and The Spirits Business.
Social media (across Instagram and TikTok specifically) created an additional 446.6k opportunities to see.
Oh Sh*t! Hangover Kit
To build anticipation and to drive social currency ahead of the launch party we created the ‘Oh Sh*t Hangover Kit!’ containing everything a reveller might need for (and to recover from!) a wild night at The Cocktail Club. We sent influencers and media the kit which resulted in 300k social impressions on Instagram and TikTok.
Social media (across Instagram and TikTok specifically) created an additional 446.6k opportunities to see.
Supercharged press office
The site was designed by Matthew Williamson, we compiled a feature about Matthew and syndicated this to several media outlets securing a front page and three-page spread in Living Magazine.
We curated a guestlist of 650 revellers for the launch event and managed the guestlist, content creation and media / influencers at the event itself.
The day after the launch event we secured an interview with Sarah Willingham, Nightcap founder and Dragon’s Den star, with the BBC about the future of the hospitality sector and the night-time economy.
Outcomes
The Cocktail Club Birmingham’s bookable spots were fully booked Thursday to Saturday for three months pre-opening.
In terms of pre-opening bookings, data collation and the level of coverage secured The Cocktail Club Birmingham was considered the most successful launch campaign for the brand so far.
The Relationship were subsequently appointed to deliver the launch of The Cocktail Club in Canary Wharf.
“The Relationship are a dream to work with! Efficient, fun, creative and smart. ‘The world’s smallest cocktail bar’ and the launch of the Birmingham site has been our most successful launch campaign to date. I recommend them without hesitation!”
Steph Wilkinson, Head of Brand, The Cocktail Club
