Independent bar operators Leelex Ltd launched Portobello Star in November 2008 and instructed Clearsilver to handle the PR and launch party for the opening night
The Notting-Hill bar is the fourth bar in the Leelex portfolio joining Oporto Bar, Jake's Bar and The Angel's Share, all in Leeds.
Objectives
The launch of Portobello Star was designed to shift brand awareness of Leelex from individual bars to the company as a whole; to promote the Leelex corporate brand and raise awareness of all four bars; to promote Portobello Star by increasing awareness of the bar and to ensure optimum profitability and media coverage.
Strategy & Plan
National bar trade press were targeted along with consumer press and local media, focusing on a 'Leeds to London' angle with an already established brand and the exciting history of the team.
Clearsilver also capitalised on the innovative interior of Portobello Star by attracting interest from local interior and lifestyle press as well.
All press (consumer, specialist food and drink, local and trade) were invited to an official press launch at Portobello Star to view the newly revamped bar, sample the delights of drinks menu and indulge in the fresh, simple food.
Results
The launch of Portobello Star attracted a high level of media coverage with a total PR value of £89,934. Portobello Star was featured in the country's top food, drink and consumer press and raised awareness of not only the bar but of the brand itself.
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