Mark Sinnock
Global Chief Strategy Officer at Havas Creative Group
London, Reino Unido
TituloLong Live the Local
Agência
Campanha Long Live the Local
Anunciante Britain’s Beer Alliance
Marca Britain’s Beer Alliance
Data da primeira Transmissão/Publicação 2018 / 7
Sector Empresarial Cervejas, sidras
Legenda Sign the petition to cut beer tax
História The pub — a cultural institution, quintessentially British icon and bedrock of local communities — faces significant challenges ahead. With increasing financial pressures from a range of taxes, three local pubs close their doors for good every day¹. Today, Britain’s Beer Alliance — the cross-industry group comprising brewers and pub companies large & small, as well as industry bodies including The British Beer & Pub Association, launches a major new campaign to help save ‘the local’.

Called ‘Long Live The Local’ the new campaign will celebrate the important role local pubs play in our community, our culture and our national identity, demonstrating that they are a force for good. It will create a national groundswell of people celebrating and supporting their local pubs, while simultaneously calling on Government to relieve some of pressure pubs are facing by cutting beer tax — which is currently set to increase for at least the next three years.
Filosofia Should the level of beer tax — which is already three times the EU average and 12 times higher than Germany² — continue to increase year after year, beer sales will fall, pubs will continue to close, and jobs will be lost, the new campaign will argue.

The campaign has taken six months to develop, including extensive strategic and creative development driven by consumer research, and will be supported by a £3 million investment each year for at least the next three years. It will comprise a striking, large-scale out-of-home campaign, national press ads, a cinematic online film, a PR campaign fronted by model and pub-owner Jodie Kidd, an influencer programme, Twitter promoted hashtag and video and an online hub at longlivethelocal.pub. Each pillar of activity will drive consumers to sign a petition saying no to the planned increase in beer duty, which will be delivered to Government ahead of the Autumn Budget.

Central to this activity is the film, directed by Tom Green, which explores what the pub means to society. A true snapshot of everything that makes pubs so important, it showcases the full range of life that happens within them — from catching up with friends to listening to live music, weddings to wakes — and everything in between.

With 900,000 people in the UK reliant on the pub, brewing and other related industries for work — adding £23 billion to the economy and contributing £13 billion in taxation³ — the campaign will also reach politicians to remind them of the economic importance, as well as the cultural importance, of the local pub and wider brewing industry. MPs will be made aware of the campaign & issues through lobbying events, localised PR and targeted media buys around Westminster and the upcoming party conferences, while pub-goers, owners and employees will experience the campaign in more than 15,000 British pubs through a selection of branded glasses, beer mats, window stickers and posters.
Tipo de Mídia Relações governamentais/assuntos públicos
Comprimento
Trilha sonora Wake the Town/Theodore
Mais Informações http://www.longlivethelocal.pub/
Agência de Mídia
Produtora
Pós produção
Audio Post Production
Public Relations Agency
CRM
Program Director
Marketing Lead
Director executivo criativo
Redator
Director de arte
Chief Executive Officer (CEO)
Managing Partner
Director de contas
Account Manager
Content
Produtor da agência
Produtor assistente da agência
Produtor da agência
CSO
Head Of Planning
Designer
Designer
Diretor dos Negócios
Director de contas
Account Manager
Produtor executivo
Produtor
Realizador
Director de fotografia
Editor
Original Soundtrack
Fotógrafo
Produção de Fotografia
Web Production
Influencer marketing
Print Production Company

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