JJ offers Beefeater customers a day at Blackpool Pleasure Beach
JJ, the Oxford-based full-service agency, has launched its first summer promotional marketing campaign for Whitbread-owned pub and restaurant chain Beefeater.
The agency, formerly known as JJ Group until the rebranding to JJ in March, has devised a promotional campaign that will run until the end of August and offers Beefeater customers the opportunity to visit one of four leading UK visitor attractions – Blackpool Pleasure Beach, Legoland, Drayton Manor or The American Adventure.
The marketing initiative has been kicked off with a door drop to two million homes in the UK, which supports a press reader offer of “2 for 1” meals to help drive footfall into their restaurants. Existing Beefeater customers are also receiving the offer by e-mail.
Once customers are in the Beefeater outlets they can complete a “Collector Card” by spending £15 or more on food and drink and redeem that for discount vouchers to the four attractions and also discounts on further Beefeater food and drinks.
Darrell Osbourne, marketing manager at Beefeater, said: “JJ has delivered a summer promotion designed to drive traffic to all of our pub restaurants during the competitive summer period and which differentiates our offering from other restaurants.”
The “Summer Thrills” campaign will be supported in-house with table cards and double-sided posters and lapsed customers will be targeted with specific offers during the summer months, such as a two-week Father’s Day promotion to win a driving experience and a “Summer Chills” drinks feature, which will incorporate a kids’ Legoland promotion in association with Britvic Fruit Shoots.
JJ’s new media team has also developed a microsite to provide full information about how customers can take part in the promotion.
The microsite is now accessible through Beefeater’s own website located at www.beefeater.co.uk.