When Warner Leisure Hotels briefed us to create a ‘spikey’ PR campaign to change perceptions of the hotel chain, we welcomed the challenge.
Needing to attract a younger audience (those aged 55+) in addition to the current 75+ market), the brand wanted to be perceived as a hotel chain which doesn’t take life too seriously, embraces new trends, and offers unique opportunities for socialising.
Having worked with Warner for over 8 months, knowing our core and new audience’s shared mindset, likes and dislikes was key to providing campaign insight – they were a market who are young at heart, enjoy socialising over a fine dinner or evening out, and who stay on top of the latest trends to slow down the ageing process.
As a combined audience who love a drink but don’t like the thought of getting older, we questioned how we could combine the best of both worlds whilst also searching for the fountain of eternal youth.
Using internal sales data at the bars and restaurants in Warner hotels across the country, and combining this with research of British adults aged 55+, we discovered that gin was consistently one of the most popular drink choices for both male and females in the target age bracket.
This market insight led us to create a product exclusive to Warner which would enter into the UK’s anti-ageing scene with a bang – Anti-aGin; the world’s first anti-ageing gin.
What We Did
Teaming up with culinary creators Bompass & Parr, the unique drink was crafted with edible collagen and a mix of anti-oxidant botanicals to enhance anti-aging credentials. Nicky Hambleton Jones, TV presenter from ‘10 Years Younger’ strengthened the campaign, and credited the benefits of drinking edible collagen.
In addition to stocking the gin at 13 Warner Leisure Hotels across the UK, the team approached online retailer, Drinksupermarket.co.uk, to stock the gin for online buyers, with limited stock to create a shopping frenzy.
Supported by high quality lifestyle and product shots, blanket coverage followed the launch, receiving over 1,000 pieces of coverage in the first four days including media in Asia, Africa and the US.
The Warner Leisure Hotels invention was covered in all of the national newspapers – bar The Guardian and the I – and across broadcast, online and regional titles (a key PR strategy focus for Warner to support its 13 hotels across the UK), with coverage highlights including: The Times, Yahoo!, ITV.com, BBC Radio, GQ online, New Day, Mashable, Associated Press, Heart Radio, The Daily Telegraph, The Huffington Post, Marie Claire, Mashable, The Metro and The Evening Standard.
The article on Mashable alone was shared 30,500 times and drove 1,000 people to the DrinkSupermarket site to buy the product. The website sold out of gin in 24 hours leading to emergency orders to meet consumer and journalist demand.
Page engagement on Facebook increased by over 70% and celebrities including Scott Disick and Philip Schofield were actively involved in conversations about the gin on Twitter.
Share of voice for Warner saw a 276% increase quarter on quarter as a direct result of the campaign.