The Liverpool Gin Distillery opens its doors on the 26th November.
On the back of a series of site builds completed for Halewood’s spirit brands and a number of successful sponsored events with Liverpool FC, Mayfly have been managing the social accounts of these brands, raising awareness throughout the city and the rest of the country. The success of these brands and growth in the sector has lead to Halewood opening their first drinks experience venture: The Liverpool Gin Distillery.
Opening on the 26th November in Liverpool’s historic Castle Street, the Liverpool Gin Distillery will welcome visitors to take part in a combination of experiences.
A Distillery Tour and four flight Gin Tasting gives visitors the chance to become acquainted with the processes behind the drink, whilst purpose-built Gin Laboratories on the first floor invite visitors to produce a personalised bottle of gin that they can take away as a souvenir.
We’ve been promoting this exciting new venture through a multi-tiered social marketing campaign, featuring a series of targeted competitions and events promotions that have been raising awareness for the Distillery, and encouraging positive engagement from Liverpool Gin’s current audience base—who are eagerly looking forward to the imminent opening.
Our work began with setting up multiple social media channels in order to expose this new venture to as many new audiences possible. Halewood’s plan was to create a venue that has broad appeal to a cross-section of visitors; this meant adapting our online marketing strategy accordingly.
Setting up new social channels and taking control of the existing Facebook page was a priority, this allowed us to create common branding and establish a consistent tone so that we could start engaging people effectively on all platforms. Within a week of doing this we had doubled the Gin Distillery’s following on Facebook, which gave us a good base to start our campaign with.
Since taking over management of the Distillery’s social feeds we have been able to consistently post intriguing bespoke graphics to keep the impending opening top-of-mind for our audience, including a series of vertical stories within Instagram. Our social media work has also involved answering queries and comments, providing timely answers to good questions, and planning future activations.
In order to maintain the forward momentum of these channels and keep generating fresh interest we created a competition offering the chance to win a set of four tickets for the top-tier visitor package, including the Gin Lab Experience. Utilising a low-budget, we boosted this competition through Instagram, Facebook and Twitter, reaching a total of 70,000 people and enticing over 2000 entrants to Like/Follow the channel and tag three of their friends in a comment, further compounding the reach of the campaign.
In addition to setting up the core social media channels, we also decided to create pages for the Distillery on TripAdvisor and LinkedIn. A page on TripAdvisor exposes the Distillery to a huge amount of exposure from thousands of users who are researching and planning their trips to Liverpool. Being the only Distillery experience of its kind in the city gives our clients a considerable head start in securing bookings from visitors from all over the world.
The LinkedIn account has been designed to target corporations and businesses that are looking for venues for their Christmas events. The experiences offered by the Distillery are unique to the city and when you take the in-house kitchen and bar into consideration, the venue has instant appeal for corporate events and functions. Whilst we continue to manage the Distillery’s social channels, we will also be setting up paid campaigns on Facebook and Instagram to direct traffic to the booking page and promote the venue for corporate hire in the busy run-up to the Christmas season and beyond.