The Zerodegrees restaurant microbrewery concept is all about fresh food and fresh beer incorporating a microbrewery at each venue.
Equinox was commissioned in 2008 to launch the company’s fourth venue at Cardiff, complementing existing venues Blackheath, Reading and Bristol.
Main communication objectives were starting a ‘buzz’ word of mouth among target audiences; create a high profile launch; generate positive media coverage and position Zerodegrees as a modern, family-run business in tune with customer needs and providing valuable input to the Welsh economy.
Equinox advised more than a launch event, suggesting a complete communications campaign around key events to ensure maximum impact.
Prior to high profile launch events targeting business and consumer audiences, Equinox organised a steel drum band playing in Cardiff centre with T-shirted models handing out promotional leaflets offering discounts and tasters.
A Facebook site was established to generate online discussion and over 100 people joined even before the launch events. The launch events were linked with the Campaign for Real Ale (CAMRA) to provide brewing expertise, research and supportive quotes for media coverage.
Equinox created a number of different editorial angles and faces of Welsh celebrities such as Pobol y Cwm S4C soap cast and local sports stars were issued with media releases.
The two launch events were extremely successful, with 300 attending the business event and 400 at the consumer launch.
The Facebook site continues to grow and feedback confirms that high profile media coverage was secured.
Zerodegrees confirm that the correct target audiences have been attracted.
It is estimated that the media campaign created 51,638,152 opportunities to see.