Heineken-owned Star Pubs & Bars has launched a new integrated campaign to empower its licensees to create pubs with passion and personality.
Developed in partnership with independent agency St Luke’s, the campaign is led by a 30-second hero film that encourages Star Pubs & Bars licensees to create their dream pubs.
‘Make Your Mark’ features three licensees in vacant pubs which then transform to reflect the individual personalities and tastes of their respective owners.
“In research, we found that Star Pubs & Bars stand out from their competition by encouraging licensees to run their pub their own way,” St Luke’s creative partner, Julian Vizard said.
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“We wanted to bring this to life in a fun and entertaining way showing the three different pub themes inspired by real pubs in the Star Pubs & Bars portfolio.”
Running across social media from the Easter weekend, the creative ties in to Star Pubs & Bars’ brand positioning, which aims to make all of its venues unique in feel and character.
Star Pubs & Bars social & digital marketing manager, Katie Thompson added: “Our goal with creating a new campaign was to bring excitement and creativity to our recruitment marketing.
“Licensee recruitment campaigns are often factual and with a heavy corporate tone, which doesn’t best reflect our potential licensees, who are often outgoing, hands on, and creative. Our new campaign is exciting, and really allows the viewer to be able to picture their dreams and how they would make their mark on their pub.”
