Summer Activation, Partnership, Music Programming
ROOFGARDEN X
THE BOTANTIST GIN
ROOFGARDEN X THE BOTANTIST GIN
SUMMER ACTIVATION
Client: St. Pancras Renaissance Hotel
Objective: Find a beverage partner to activate RoofGarden St. Pancras and create a summer activation for the hotel reopening before the Booking Office restaurant re-launch in late 2021.
Award: Nominated for the Best Partnership Award for the HMA Hotel Marketing Awards 2022 by Hotel Marketing Association.
ABOUT
RoofGarden St. Pancras is the botanical haven and hidden gem of Kings Cross, the trendy all-weather hang-out for Kings Cross workers. It offers an extensive food and drink menu, pizza oven and BBQ. Guests can enjoy drinks and canapés outside whilst soaking up the view of the British Library.
In summer 2021, we teamed up with The Botanist Gin to launch a botanical roof terrace at the St. Pancras Renaissance Hotel. Serving refreshing gin spritz, cocktails and delicious small bites, wood-fired oven-baked pizzas with music, entertainment and live sports. It was launched from June to September 2021.
Food & Beverage Concept
Our team created a special menu for the summer activation. The cocktail menu features The Botanist Gin twists such as: The Botanist Negroni, The Botanist Spritz, The Botanist Cosmo of 1934 and the classic The Botanist Gin & Tonic. Alongside drinks, guests can tuck into a host of light sharing plates and sweet treats, from Mini Fish’N’Chips and Wood-Fired Oven-Baked Pizzas to Madagascan Vanilla vegan ice cream and Strawberry & basil sorbet tubs.
Digital
Independent Restaurant Site
Hotel Website
OpenTable
Set up a booking system/platform for the RoofGarden St. Pancras to boost awareness, drive bookings from campaigns and manage all the reservations.
Photoshoot
PR Coverage
Social
Ticketed Events
RoofGarden is Coming Home
It may be a year later than anticipated with the Euros 2020, we were able to captivate on the live sporting event but running ticketed event for the semi-finals and final matches with a live DJ to push our RoofGarden activation (6th July to 11th July).
By using Facebook Events, Eventbrite, organic and paid social media, between 6th July to 11th July, we were able to generate £1,962 in ticket sales and £12k in total revenue.
Here is the total paid social performance, the objective was to drive ticket sales and awareness for the ticketed events:
34.3K
Reach
57.6K
Impressions
2,020
Clicks
£0.09
Cost per click
£174
Spent
SECRET GARDEN
SESSIONS
Music Curation
Throughout the summer we built a new music programming and welcomed a range of incredible DJs who are playing at venues like the Madison rooftop and MNKY HSE in Mayfair, to build awareness and reputation for RoofGarden St. Pancras. We created the Secret Garden Sessions that ran every Friday and Saturday, from 6 pm to 9 pm.
We created bespoke Instagram Stories, Facebook Events and ran paid social media campaigns to drive direct bookings to the sessions.
Overall, we ran 13 campaigns, used A/B testing for different creatives and campaign budget optimisation to get the best results. Here are the overall results:
37.4K
Reach
86K
Impressions
3,057
Clicks
£0.09
Cost per click
£274
Spent
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SUMMER ACITVATION
SUMMARY
Total Covers
2137
Cocktail Sales
The Botantist Gin Cocktails
£16.7K
Total Revenue
£72.5K
Credits
Production Manager, Creative Director: Patrick Luk
Produced whilst working for St. Pancras Renaissance Hotel in June 2021.
© 2021 Marriott International, Inc. All Rights Reserved. St. Pancras Renaissance Hotel and it’s logos are the trademarks of Marriott International, Inc, or it’s affiliates.