Carlsberg

Brief: Give pub and restaurant managers advice on how to boost their business.

Action:

• Creation of a monthly magazine that gives managers advice on:
• News from Carlsberg.
• Features with celebrity chefs, such as Jean-Christophe Novelli.
• Industry issues: smoking ban, responsible drinking, credit crunch.
• Promotional dates: Halloween, American Independence Day.
• Recipe ideas.
• Business advice: marketing, developing greener pubs.
• Series of 'excellence features' with pub/restaurant managers.

Results:

• Increased communication to all pubs in the chain.
• Excellent feedback from managers.

Read a feature article from Carlsberg's Deals Directory.

"The advice and top tips Big Wave PR has given our managers has really helped the pubs and restaurants through difficult economic times."
David Scott, Head of On-Trade Marketing, Carlsberg