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Number 177's first birthday
The Number Group
Number 177's first birthday
PR strategy
PR
Press releases
The Number Group
The background
Number 177 Bar and Kitchen Shoreditch was founded by Remi Landaz and Bruno Ciaramicoli, the duo behind sister site, Number 90 Bar and Kitchen Hackney Wick and Half Baked.
Number 177 was turning one, and to mark the occasion, the team had curated a three day event. However, the location of the bar does not lend itself well to passing trade and so, BIG little LDN was enlisted to help Number 177 with the PR of the three day event in order to increase awareness and encourage people to attend. The objective was to secure editorial coverage, but without a strong news hook and London's already populous nightlife filling editorial demand, this was going to be tough.
The BIG solution
We called upon our relationships with local and national press, as well as researching the music and nightlife industry for journalists and bloggers who would have been interested in hearing about certain artists performing across the three days.
We wrote the official press release for the three days as well as one tailored specifically for the WOMB 2 event featuring a live Q&A panel of inspirational females in the film industry. We then personally emailed members of the press and sold in the events to try and secure coverage.
BIG Results
Earned media coverage secured in Time Out London, Londonist, Made In Shoreditch and Stylist spin off Emerald Street.
As well as press coverage, we introduced the organisers to key industry influencers from Refinery29 and Gurl Talk, a publication founded by Adowa Aboah.
Stylist/Emerald Street journalists also attended and reviewed and featured sister bar, Number 90 Bar and Kitchen Hackney Wick.
400K
Earned media reach
300+
Attendees
Long term
Media relationships formed
Stylist, Time Out, Refinery29, Gurl Talk
Related WORK
