Case Study – Marketing and Launch of Barbelow

Background and Brief

This New York-style basement bar, designed by Atelier 2 reflects the owners vision of a stylish, cutting edge environment that exudes urban luxury. A bar where a privileged clientele and their friend can relax to easy listening sounds.
Barbelow is the first venue in the city to issue smart cards to its guests to gain entrance, further endorsing the feeling of exclusivity and privilege.
The bar is aimed at professionals over the age of 25 who want to relax in a private members-type venue, where they can talk, listen to music and enjoy fine wines, spirits and classic cocktails.

To create maximum pre opening buzz and a high profile launch party that would establish the profile of the bar as a stylish gay/mixed venue, attract a high spending clientele who will regard Barbelow venue as an integral part of their social scene.
To develop a corporate identity reflective of the concept: to include: logo, stationery, invitations, smart cards, menus and signage.
To distinguish and differentiate Barbelow as a venue that is unique and able to offer a better recreational/drinking experience that that which is currently on offer within the Gay Village.

Strategy & Plan

Pre launch
Pre opening Impact Media PR then created the bar's stylish logo and associated branding material.
A whispering campaign was started through coverage of Manchester's movers and shakers and stars from show business and television's exclusive preview of the cosmopolitan ambience.
Invitations and 'smart cards' were sent out to a carefully screened list that included a number of high profile television and sport celebrities.
Launch Event
A launch event that exuded luxury and style saw celebrities and guests arrive at the bar and the 'Barbelow-styled' luxury marquee complete with a red carpet, elaborate entrance and paparazzi photographers. A television crew from Channel M interviewed the owners, guests and celebrities as they arrived, further adding to the sense of occasion and privilege. Cast members from Hollyoaks and Coronation Street mingled with musicians, artists and Manchester's A list.

Measurement and Evaluation

Over 2,000 people signed up to become members and the bar is now firmly established as a 'must visit' by Manchester's in crowd.
Following the success of the launch party Impact Media PR carry out regular promotional projects on behalf of the bar.
- Feature coverage in the entertainment slot on Channel M
- 1/4 page in the Daily Star
- Pre opening coverage in the Diary section of Manchester Evening News
- Feature and review in Nightlife section of Manchester Evening News
- Feature in the Diary (Manchester Evening News) following the launch and preview parties
- Story in Manchester's City Life magazine
- Review in Manchester Metro newspaper
- Full page picture led feature in Manchester Life magazine
- 1/4 page feature in MAN magazine
- Story in Manchester Metro diary
- Full page review in the food and drink section of City Life magazine
- Opening night review in BOYZ magazine
- Pre opening story in City Life
- Opening night review 3/4 page in The Pink Paper

Impact Media PR Clients
 

Impact Media Pr | MM2 Building, 84 Pickford Street, Manchester, England, M4 5BT
T: 0161 236 0008