The Royal - New Venue Launch.
Services provided: Strategy, Creative Campaign, Paid Media, Content Creation, Organic Social.
Brief.
The Royal in Sutton Coldfield, formerly known as The Townhouse, a late-night venue, was preparing for a major transformation. With a complete change in identity, interior, and offer, the brief was to develop a bold creative concept to relaunch the space as The Royal: a reimagined British boozer rooted in tradition but designed for today.
Our task? To create and deliver an integrated, multi-channel campaign that would mark this new chapter, shifting perceptions, capturing attention, and driving footfall.
What We Did.
We led the full strategic and creative transformation of The Royal, repositioning it from a late-night drinking venue formerly known as The Townhouse into a reimagined traditional British boozer. This rebrand celebrated both heritage and reinvention, with a unifying campaign and messaging platform: ‘Long Live The Royal’.
This creative concept became the foundation for all brand communications, influencing everything from tone of voice to visual identity and storytelling. It came to life across every channel, including short-form video content, social, paid media, PR, email, and in-venue touchpoints such as beer mats, A-boards, POS, and menus.
We developed a distinctive visual identity and accompanying brand guidelines to ensure consistency across all marketing channels. This included a complete redesign of The Royal’s website, optimised for both aesthetics and functionality, with seamless booking integration via a partnership with Design My Night to streamline the customer journey.
All social platforms were rebranded to align with the refreshed visual identity, creating a confident, modern expression of a heritage pub. We used the ‘Long Live The Royal’ platform to shape compelling visual storytelling, culminating in a pre-launch teaser campaign to build anticipation across social channels.
Working closely with Suburban Inns’ Executive Chef and operations team, we curated a menu that reflected the brand’s new direction — blending classic pub fare with seasonal dishes and standout produce from local partners including Silver Tree Bakery and Attic Brew Co.
To generate buzz around the relaunch, we issued targeted press releases to key regional media, focusing on the story behind ‘Long Live The Royal’ and what guests could expect from the refreshed offer. We also hosted a curated preview event, inviting lifestyle press, regional creators, and local community voices to experience the new-look pub firsthand, generating a wave of organic content, social engagement, and word-of-mouth.
To amplify launch momentum, we ran a geo-targeted paid social campaign aimed at local and foodie audiences, offering 50% off food in the first two weeks to encourage bookings and footfall, driving strong conversion from awareness to action.
Results.
At the time of writing this, the pre-launch activity had reached over 850k people, 540k views and an engagement rate of 7.30%. We drove over 5,000 people to the website to make a booking for the launch. Ultimately, we drove the busiest opening weekend for a Suburban Inns venue.