Increasing the volume: Driving brand awareness for BOX

Solution

We launched a two-part campaign, focusing on PR and influencers to maximise reach to our target audience.

Leveraging our experience in hospitality public relations, the campaign included:

• An always-on press office, sharing tailored press releases and monitoring for relevant reactive opportunities across key national, regional and ‘what’s on’ titles 

• Facilitating influencer visits to live music sessions to showcase BOX’s offerings and create a sense of FOMO for viewers

The communications strategy ran throughout summer from the launch of BOX’s Sundown Sessions, coinciding with the brand’s desire to be the ultimate, high-energy summer hangout.

Our PR push consisted of various press releases, each tailored for a specific BOX venue, as well as being tailored to the target media – including short, snappy listings and more long-form, music-led features.

Engaging influencers enabled us to showcase BOX in a fun, engaging way, as well as ensuring we reached our target audience directly through social media – one of the most popular platforms for our focus group.

With the influencer landscape always evolving, we noticed a lower uptake on visits than anticipated to the Sundown Sessions so re-grouped on our approach, liaising with the client to identify another angle to encourage visits to BOX. This resulted in us refocusing our efforts from Sundown Sessions to the post-summer re-launch of an old BOX favourite – Bandeoke. By reaching out to influencers with a fresh new offer we were able to secure more visits and continue helping to increase BOX’s visibility.