Case studies

If you would like to know more about MCG's work then
these case studies have been written to illustrate a broad
range of our work and results for different clients.

Injecting South American spirit into Newcastle

Challenge:

Having already opened Leeds and Manchester in the North for Brasilian Barbecue restaurant chain Cabana, MCG was tasked with opening Cabana’s third site outside of London in Newcastle. Cabana wanted to create a pre-launch buzz in the city before it officially opened in the heart of the Toon.

Objectives:

To raise awareness of Cabana and its Brasilian flair ahead of the launch in Newcastle and achieve national and local media coverage for ex-Newcastle United legend and Brasilian football hero Mirandinha’s return alongside the opening of the restaurant.

MCG’s Campaign:

Cabana Launch - Mirandinha and Salsa Dancers

Liaising with broadcast and print media to gain national and local coverage to showcase Mirandinha’s return to the city in conjunction with the opening on Cabana
Writing pre and post editorial content for local media and ensuring pre-launch and post-launch advertising activity including print and digital adverts, site takeovers, e-newsletter inserts and social media competitions is provided
Identifying, contact and engage with bloggers who have local influence and build a relationship with them
Implementing Facebook dark posts to target users in Newcastle with relevant content about Cabana, including brand USPs and opening information
Introducing a Twitter takeover on the launch day to engage with all users talking about Mirandinha, Cabana and the opening party to encourage them to tweet using #WeAreBrasil

 

Results:

Over 48 million print and digital reach with key publications in Newcastle
National (Sky Sports and TalkSPORT) and local (BBC Look North, BBC Radio, The Chronicle, Metro Radio, Capital FM, Made in Tyne & Wear TV) coverage of Mirandinha’s return, including live interviews and video content filmed at the new Cabana restaurant
Use of #WeAreBrasil on the launch night saw this hashtag trending in Newcastle and produced a social reach of over 100K
Over 56K Facebook reach from specifically targeted dark posts to engage target audiences in Newcastle

“MCG have been our “go to” agency for all of our regional launches. They are confident, hard-working and always on the ball, which has kept us coming back to them. Guests, media and the Cabana team all had a great night at our Newcastle launch, and we are confident the people of Newcastle will be enjoying a taste of Cabana’s iconic Brasilian brand on the back of MCG’s hard work!”

Lizzy Barber, Sales & Marketing Manager, Cabana

more testimonials

Get in touch

If you would like to find out more about MCG or would like to talk to us about a project, please call Christine Mortimer on 0113 307 0113 or email christine.mortimer@mcgpr.co.uk.