The Botanist: Launching The Botanist

The Challenge

To create excitement around the launch of The Botanist, Birmingham – famed for its botanical cocktails, craft ales and beers.

 

The Idea

We created an influencer engagement strategy, using local people and organisations with a strong following on social media (Instagram and Twitter especially) to spread the word about this new secret garden of food and drink concept.

 

The Results

  • Forty-five local journalists, bloggers and micro-influencers came to our press preview, including I Choose Birmingham (the local bible on the best places to eat and drink), the Birmingham Mail, Dluxe and Birmingham Living
  • The event helped to deliver 163 pieces of earned coverage, 100% of which were positive about the bar and its innovative F&B offering
  • We then filled the bar to capacity for the VIP launch party. Attended by more than 400 people, guests included Jo Russell (Free Radio), Shefali Oza (BBC Midlands Today) and Tom Deacon (radio presenter and comedian)
  • All told, there were 33 bar and restaurant openings in Birmingham that year – but The Botanist had by far the biggest share of voice, subsequently breaking all targets for the launch and beyond