SERVE – Launch, Communications Campaign
21st January 2017
SERVE, a new social entertainment brand appointed Eden Public Relations to deliver a comprehensive communications programme to launch an exciting new venue which offers a unique immersive ping pong experience with a contemporary bar and upscale food offering.
SERVE is the brainchild of business partners David Smith and James Day who first met in New York and began to develop the idea for a venue which combined four key elements – great food, fantastic cocktails, outstanding service, and most importantly, fun. They had a vision to create a new brand to provide a relaxed, family friendly environment during the day and a hip, nightclub culture by night.
The debut, flagship SERVE venue opened in Birmingham city centre in the summer. Eden’s brief was to introduce new customers to this innovative new concept, delivering a venue launch campaign, covering media and public relations and blogger outreach.
To support the launch an integrated communications campaign was planned, targeting a wide range of audiences. The campaign focused on building a profile for the new brand, raising awareness of ping pong as an activity for all ages and positioning the venue as the new ‘go to’ place for a great night out in Birmingham. A broad target market including local businesses, influencers, media, table tennis enthusiasts, families and students were engaged through on and off line activity, using creative public relations and social media platforms.
The main focus of the campaign was the VIP preview launch party, inviting a mix of media, potential new customers and ‘the great and the good’ of the city to experience the SERVE offering for the very first time. Eden was heavily involved in the event planning and management from the start, identifying potential guests and working with the SERVE team to create an engaging event which would wow attendees and be talked about with friends and colleagues.
Despite it being the height of the summer… a challenging time for any venue launch, more than 250 people attended including table tennis legend Desmond Douglas, representatives from the business community and well known faces from public and private sector organisations from across the city. Guests were able to try their hand at ping pong whilst enjoying great food and drink and entertainment from Brazilian dancers and street dance performers.
Great coverage was achieved across the three-month pre and post-launch campaign with a extensive print, online, broadcast and social media coverage, reaching more than 6 million people across the midlands.
The account win utilised Eden’s established track record in the consumer lifestyle and hospitality sector. David Smith, Managing Partner at SERVE, commented: “As a newcomer to the UK, I was particularly impressed with Eden’s expertise and knowledge of our sector as well as their enthusiasm for the brand and understanding of what we are trying to achieve at SERVE. We worked closely with the team to launch our flagship venue and it was incredibly exciting to see their news-driven and detailed strategy come to life.”