“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
No Luck Needed: How We Helped Mulligans Cut Through the Noise on St. Patrick’s Day
- Client: Mulligans
- Communications
- Date:
Mulligans is Manchester’s oldest and most iconic Irish pub, renowned for serving the “best pint of Guinness outside of Ireland.” With a 170 year legacy and an unbeatable atmosphere, the brief was simple: amplify the pub’s St. Patrick’s Day celebrations, make it the most talked about venue in the city, and drive footfall from both Mancunians and tourists alike.
The Challenge.
Mulligans was always going to be busy, and it was always going to make the local round ups. That wasn’t the issue. The real challenge was making sure Mulligans owned St. Patrick’s Day in Manchester. This meant creating a multi-layered PR & marketing strategy to create a celebration that stood out in its own right – one that people talked about long after the last pint was poured, one that solidified Mulligans as the destination for the weekend. This was all about brand building – elevating an already iconic venue, putting it on the radar of new audiences from further afield, and deepening brand love and loyalty among those who already knew what made Mulligans special.
The Solution.
To ensure Mulligans didn’t just blend into the Irish sea of St. Patrick’s Day options, we created several stand out moments that positioned the pub as the place to go – not just for a pint, but for an experience.
Getting ahead of our competitors, we kicked off with exclusive Guinness masterclasses for four handpicked media titles, where journalists were taught the art of the perfect pour and given the chance to interview Padraig, Mulligans’ owner. This personal access secured deeper, more meaningful coverage and social content with Mulligans front and centre.
We followed with a well timed press release highlighting everything happening at the pub, from its live music to its legendary pints and tailored the release for both national and regional media. This secured widespread coverage across 53 outlets, including international coverage in the Irish Mirror and an exclusive interview with Mail Online’s travel writer.
To bring the party to the streets on the big day, we devised a surprise performance by award-winning Irish dancers in branded Mulligans kit, dancing through Deansgate and straight into the pub – stopping passers by in their tracks, driving footfall, and delivering brand awareness through organic social content and street level buzz.
On the ground excitement was matched with digital amplification, as key media titles like MEN, The Manc, Confidentials, and JOE joined us on the day, capturing and sharing the dancers & atmosphere of the venue in real time through social takeovers and live coverage.
The result? Queues out the door across the full weekend, over 12,000 pints of Guinness poured, and a lasting impression that cemented Mulligans as the undisputed home of St. Patrick’s Day in Manchester.
Our Approach.
We led with culture, content and credibility. That meant making strategic media choices that could deliver depth, not just reach, and crafting experiences rooted in the pub’s authentic story.
From Padraig’s personal interviews to the street level spectacle, every element was built to generate conversation and elevate the brand far beyond the bar itself.
We created a layered campaign that activated across editorial, experiential, and social – designed to hit hard, build buzz, and last longer than the one day celebration itself.
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
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