Tonight Josephine, a venue famed for its themed bottomless brunches, hot pink interiors, lavish cocktails and sassy AF fanbase, briefed Scoop to launch its first venue in the North.
As a well known venue in London & the surrounding areas, we needed to bring the same excitement and awareness to the North West, setting Tonight Josephine apart and building its reputation as more than just another pink bar, engaging new fans and making it a destination for a national audience.
Drive awareness of the new Tonight Josephine in Liverpool
Build the venue’s reputation as an inclusive space
Continue to build a brand to roll out across the UK and a destination for a national audience
The specific qualities of ‘Josephine’ were key to getting stand-out in a competitive market, in a world filled with pink bars and clubs. We tapped into the brand’s core values of being wild, inclusive, making our own rules and living life to the max. As Josephine’s first foray into Liverpool, our 12 week launch strategy incorporated a series of tactics focused on bringing this to life, and à la Josephine, our launch needed to be big, and bold.
To amp up Josephine’s arrival, we kicked off with an influencer gifting campaign to build intrigue before the doors opened. Tying in with the Wild-West theme, we sent Tonight Josephine-themed goodies in USA-stamped suitcases to key influencers in Liverpool and beyond.
Via OOH, we raised brand awareness through poster sites in high footfall areas, designed to look like wanted posters to tap into our looking for Josephine campaign. These were actually mirrors to encourage passersby to take selfies, with a QR code driving them to social media and bookings.
On launch weekend, we took to the streets of Liverpool to further our ‘search party’. Drag queens in tow, we searched for the ‘missing’ Josephine, inviting the city to join. We handed out lanyards with directions, dollar bills for free drinks, and worked with a local self-love influencer, to create a news report linking to ‘Have you seen Josephine?’ used across TikTok and Instagram. This activation not only created a buzz throughout the city, but also provided content opportunities for the brand’s social channels, helping to build up fans.
This was followed by a social-media ‘sass trail’, where we hid Josephine’s lost belongings in well-known locations across Liverpool. We donned the Beatles with a feather boa, left a cowgirl boot at the Cavern Club, placed her passport on Bold Street and parked her number plate at the Adelphi Hotel. Via PR to regional media and amplifying on social channels, we drove people to hunt around the city, bringing Josephine’s possessions to the venue in return for prizes.
Finally, we wrapped with two killer launch parties, with everyone who was anyone invited to the first VIP launch, including press, influencers, local celebs and key businesses. We managed photography and videography to ensure super visual content of the venue could be used across press and social media to achieve the ‘WOW’ moment and pull people in.
“Thanks Pippa (and team) It was a great night with a brilliant crowd, and I felt you team Scoop went above and beyond to host the event and make it a success.” – Alan Armstrong, Group Marketing Director at Nightcap PLC.