Hall & Woodhouse Tenanted Pubs Case Study
Challenge:
Independent brewers Hall & Woodhouse wanted to reward excellence across its pub chain and recognize those tenants that had carried out an outstanding job in running their pubs.
Hall & Woodhouse’s expanding 200-pub tenanted estate stretches from Devon to Kent and there was also an increasing need to create an initiative which brought such a disparate audience together to establish a strong family identity with shared goals and aspirations
Strategy:
K+R created a suitable vehicle that would allow Hall & Woodhouse Tenanted Division to achieve its communications aims: the Hall & Woodhouse Tenanted Awards for Excellence - now in their third year – comprise an estate-wide competition to identify the best performing tenants and provide individual awards at a gala ceremony and party.
The awards were made against 10 separate categories including: Best Customer Service, Best Pint of Badger Ale and Best Food offering
Tactics:
The recent black-tie, gala award ceremony was held in sumptuous surroundings at Beaulieu country Estate in Hampshire, with over 100 guests being treated to a four course meal and entertainment in the Estate’s11th century Grand Hall.
Over 30 tenants won prestigious award trophies and certificates to mark their achievements including one for an overall “Tenant of the Year.”
Results:
Feedback from tenants to the Hall & Woodhouse Tenanted Awards for Excellence and the gala awards ceremony has proved universally positive. The Awards have now become established as annual event with more award entries being received from the company’s tenants each year
In addition to rewarding the efforts of tenants across the company’s pub estate, the awards initiative also offered local and trade media publicity opportunities for each winning tenant and their pub, as well as linking into parallel Hall & Woodhouse promotional initiatives such as the promotion of beer with food. The awards activity is also communicated to tenants – and other divisions in Hall & Woodhouse - via direct mail and the company’s internal communications programme
