Ex-Poet Laureate poems at heart of Vintage Inns campaign by Elvis
Sir Andrew Motion, Poet Laureate between 1999 and 2009, has created three poems for Vintage Inns for a campaign created by Elvis which were revealed in the national press on Saturday.
The poems, inspired by the warmth and hospitality of a country pub and the important part it plays in British rural life, are the culmination of several months of collaboration between the Vintage Inns marketing team, Elvis and the Vintage Inns managers themselves to identify the essence of what makes the pub restaurants so inviting.
The campaign will run for two months in the lead-up to Christmas and will be supported by online advertising, eCRM activation and social media. The public are invited to write poetry through a Facebook application that will then be judged by Motion.
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Joanne Kay, senior marketing manager of Vintage Inns, said: “Our positioning work with Elvis and the subsequent creative puts us firmly in the space we’d like Vintage Inns to be; known for the wonderful, natural hospitality of a country pub, which equates to more than the sum of its parts. The creative is disruptive for the category, and evocative of the perfect country pub experience.”
Martin Semmens, Elvis CEO, added: “Never before has such a culture figurehead driven a truly British pub restaurant estate and we’re delighted that our advertising can raise the profile of the campaign further in 2012.”