Novus Leisure
Company Profile
Novus Leisure
Novus Leisure is the UK’s largest private, bar and club operator, with sites dominating London’s West End and City districts. Probably its best known brand, TigerTiger, operates in nine towns up and down the country.
The Challenge
The Langley – Novus’s well known Covent Garden Bar & Restaurant was scheduled for relaunch as The Foundation in February 2011 and Furlong PR was brought in as part of the Aardvark Media digital team, to create a social media campaign to build anticipation ahead of the launch.
The Solution
Furlong came up with the concept of a film trailer competition, that would create interesting content for promotion through social media channels and be in keeping with the West End Location and the interests of their target demographic – 24-30 year olds in the area.
The idea was to create a sense of mystery around The Foundation, with film trailers building anticipation ahead of a grand reveal in February
The London Film School – a neighbour of The Foundation in Langley St and were approached to endorse the competition and help with judging.
The Results
Social media stats:
- 77,000 views on Facebook
- 10000 YouTube views
- 8000 competition website visits
- 1300 followers on Twitter
- 343 friends on Facebook
The film trailer competition ran from mid October through to February 2011 generating 8000 visitors to The Foundation Competition website and 16 entries from young filmmakers around the country. Furlong built up 1300 followers for The Foundation’s Twitter page and attracted 343 friends to their Facebook page, generating 77,000 daily news feed views (impressions) in the three months from December to February.
Entries to the film trailer competition registered more than 10,000 views on YouTube.
From January, the video footage was used to build anticipation of The Foundation’s arrival to London nightlife media & blogs as well as potential customers.
A selection of journalists were invited to The London Film School screening rooms to judge the competition, followed by a presentation to the winner in the venue itself.
Extensive coverage of the film trailer competition was achieved in leading London film media in the build up to the bar launch including: Total Film, MovieScope and Shooting People.
The competition result was covered by The Evening Standard, Fluid Foundation, Total Film and a number of London nightlife blogs.
Media Coverage (media clippings below):
- Evening Standard – 25.2.11
- Standard.co.uk – 25.2.11
- People.co.uk 20.2.11
- Loserville.tv London Blog 25.2.11
- Fluid London Blog – 16.2.11
- Total Film 15.2.11
- Film London Newsletter 8.12.10
- Shooting People Website & Email Newsletter 6.12.10
- Total Film – Blog, Facebook & Twitter – 2.12.10
- Screen Daily Website 19.11.10
Links: http://www.foundation-bar.co.uk/
http://www.facebook.com/pages/The-Foundation-Bar/117566001640377
