CARLTON & UNITED BREWERIES (CUB)
For the love of your local
The COVID-19 crisis eft Australia’s $20 billion+ pub and club industry reeling. In March 2020, more than 10,000 venues, which employ many of the nation’s 1 million hospitality employees, were forced to temporarily call last drinks.
Sequel PR was engaged by the Carlton & United Breweries (CUB) and the Australia Hotels Association (AHA) to get the word out about their For the Love of Your Local national campaign. The two-part campaign provided struggling pubs and clubs with a vital financial injection, encouraging people to buy a voucher for a pint of Carlton Draught, VB or Great Northern from their favourite pub, with the cash going direct to venues and patrons receiving a second pint from CUB when they redeem their voucher.
Developing two separate and equally successful multi-channelled campaigns, Sequel PR generated nearly 1,000 stories across metropolitan and regional TV, newspapers, online and radio. With a total audience across the two campaigns of 30 million, it is one of CUB’s most successful PR campaigns in company history.