FIND YOUR COUNTRY SIDE by Elvis Communications for Vintage Inns

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FIND YOUR COUNTRY SIDE

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Industry Hotels & Resorts
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Elvis Communications
Creative Director John Treacy
Art Director Shwan Hamidi, Clare D'andrea
Copywriter Daniel Headey
Photographer Ben Stockley
Released October 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: VINTAGE INNS
Product/Service: VINTAGE INNS
Agency: ELVIS
Creative Director: John Treacy (Elvis)
Copywriter: Daniel Headey (Elvis)
Art Director: Clare D'Andrea (Elvis)
Art Director: Shwan Hamidi (Elvis)
Senior Planner: Paul Becque (Elvis)
Client Services Director: Tanya Brookfield (Elvis)
Account Director: Catherine Willingham (Elvis)
Project Manager: Luise Hales (Elvis)
Photographer: Ben Stockley
Media placement: Press - 14 inserts - Daily Telegraph, Sunday Telegraph - 16 October 2011
Media placement: Press - 8 inserts - Guardian, Observer - 16 October 2011
Media placement: Press - 10 inserts - The Times, Sunday Times - 16 October 2011
Media placement: Press - 7 inserts - The Daily Mail, Mail on Sunday - 16 October 2011
Media placement: Press - 9 inserts - Daily Express, Sunday Express - 16 October 2011
Media placement: Press - 6 inserts - Glasgow Herald - 16 October 2011
Media placement: Press - 6 inserts - Scotsman - 16 October 2011
Media placement: Press - 6 inserts - Daily Record - 16 October 2011

Describe the objective of the promotion.
Warmth. Hospitality. Unique British-ness. That’s what Mitchells and Butlers wanted people to know they could expect from each and every one of their Vintage Inns country pubs – a national estate of over 200 outlets across the UK.

Describe how the promotion developed from concept to implementation.
So how did we find the words to express this? We found Sir Andrew Motion.
Former Poet Laureate and descendent of a long line of pub-owners, he became the inspired and natural ambassador for this British brand. A modest but powerful press campaign, Sir Andrew penned 3 bespoke poems inspired by the qualities of Vintage Inns and supported by our emotive photography – unique portraits of British country pub life.

Explain why the method of promotion was most relevant to the product or service.
In an increasingly competitive, price-driven market, Mitchells & Butlers couldn't afford to stay still. So rather than the sector's typical sales promotion-led campaigns, instead we developed a brand promotion for Vintage Inns.
The press campaign was launched across the UK's leading national newspapers. The full page compositions are most notable for their lack of the usual pub hustle and bustle. Instead, they invited the reader in.
The press campaign was also supported by a Facebook competition, encouraging fans of Vintage Inns to contribute lines to a poem judged by Sir Andrew each week.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The locals. The families. The ramblers. The people seeking a traditional Sunday lunch. They all came. It was the first time Vintage Inns had run a brand campaign such as this and with it we were able to buck the sector's trend and substantially strengthen their share market.