Out of Home International are working alongside communications agency PK Agency, uniting to create an outdoor marketing strategy for the approaching launch of a new Manchester branch of The Bierkeller.
With a growing chain of Bavarian drinking and dining destinations in the UK, The Bierkeller will extend into the heart of Manchester on the 16th August. Advertising activity will commence in the city from the 12th August, with phone box advertising along Newton Street and St Ann’s Square running in conjunction with 4 sheet billboards at Victoria train station.
The creative imitates the well-known ‘keep calm and carry on’ British Second World War poster, replacing the original strapline with ‘keep calm and have a stein’ and standing upon a blue sunburst background. The Bierkeller logo is positioned at the top, with a red banner across the lower half which projects the venue opening date. A bookings telephone number lies beneath, followed by the Manchester Bierkeller address, e-mail contact, website and interactive QR code. Onlookers are also encouraged to download the ‘Bierkeller Shooters’ app.
The Bierkeller offers Bavarian-themed dining and drinking in Leeds, Liverpool, Blackpool and, now, Manchester. With an extensive selection of German beers, national dishes and traditional décor, The Bierkeller presents a unique experience for celebrations, birthdays, office parties or simply as an alternative night out. Expect menu items to feature the likes of Bratwurst, Schnitzel and sauerkraut, with draft and bottled beers covering the staple exports of Deutschland.
Guided by Out of Home International and PK Agency, The Bierkeller are able to effectively coordinate a marketing plan which is suited to their individual objectives. Billboard advertising at Victoria station is a valuable method of blanketing potential customers as they enter the city, with Victoria being the closest station to the new Bierkeller premises of The Printworks. Reinforcement from phone boxes will target two key public spaces, with St Anns square being a popular pedestrian corridor for both city workers and shoppers, and Newton Street experiencing regular traffic from road users and buses entering the city, also carrying traffic to and from Manchester’s primary rail stop at Piccadilly Station.