After one of the best World Cups in recent memory, Greene King Pub Partners is now in full swing with its Festival of Summer campaign, aiming to build on the tournament’s momentum to give customers a host of reasons to continue visiting Greene King’s leased and tenanted pubs this summer.
The campaign sees Pub Partners teaming up with key brands such as Aspall, Pimms, Peroni and Asahi to create an industry-leading marketing campaign suitable for the more than 1,000 tenanted and leased pubs in the Greene King estate.
It offers a ready-made campaign to support pubs in creating brilliant experiences for customers and giving them numerous reasons to pick a Greene King-tenanted pub to visit this summer.
Marketing manager Natasha Crotty said, 'Each of our pubs is unique and an individual business and there is no one-size-fits-all approach when it comes to marketing. We hope that by having a coordinated campaign, we can offer a level of support that's applicable for all our pubs.
'Our Festival of Summer campaign is all about creating excitement around summer. We need to provide our partners with support that helps them to create a reason for customers to visit their pub, this could be an event, promotion or quite simply serving the best summer drinks or cocktails in town.'
Because of the range of options offered by Pub Partners, pub operators pick and choose the options that work best for them.
Sean Driscoll runs nine pubs in total, including three in and around Bury St Edmunds with Pub Partners.
He said having the right support in place for summer is crucial for a pub's year-round performance.
'It's so busy in the pub trade that summer seems to come upon you so quickly but it's important to make sure you've got the garden ready and decorated to make it that bit more attractive,' he said.
'Also, it's important to improve your range of drinks so it's appropriate for summer. That means new cocktails, jugs, beer bottle buckets and sharing platters for food and just more all-round summery drinks.
'We're quite fortunate that we have a good business all year around but a good summer will dictate how the business will pan out for the year, that's why it's so important. Some pubs go through the motions when it comes to summer but you really need to take it seriously.'
Pub Partners licensees and tenants have access to all the Festival of Summer opportunities via the Greene King Pub Partners intranet.