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.

Launching Cabana in Leeds

Challenge:

At the end of 2014, Cabana launched its first branch in the North of England within the Trinity development in Leeds. Recognising the competition from existing restaurants and new restaurants opening in Leeds and its location away from the main thoroughfare, Cabana wanted to ensure the Leeds community was talking about Cabana and help drive footfall amongst students, shoppers and office workers in Leeds city centre.

Objectives:

To raise awareness of Cabana ahead of launch in Leeds, help create a buzz around opening and drive footfall post launch

MCG’s Campaign:

Cabana Leeds launch

 

Liaison with Trinity’s property management company to maximise opportunities
Pre-launch activity targeting and collecting data from the 20,000+ students attending Trinity Leeds’ Student Lock-In with a Brasilian football cage and prizes throughout the evening
Social media support throughout launch period
Media and blogger preview press pack, followed by launch event
Opening weekend activity designed to get people talking about Cabana and its Brasilian heritage

Results:

33 regional press, broadcast and blogger write ups with an opportunities to see of more than 7 million
Media and blogger posts on social media using #CabanaLeeds on launch night alone reached more than 88,000 people
Regular outreach to Trinity Leeds’ 122,000 fan base
Leafleting with performances from Brasilian dancers and Samba band which attracted crowds numbering in their thousands on one of the busiest weekends in the run up to Christmas, to drive footfall to Cabana and highlight the ‘authentically Brasilian’ message

“We’re delighted we worked with MCG to launch our first North of England Cabana. The team were lively, professional and engaging and made our opening strategy go with a bang”

Lizzy Barber, Sales & Marketing Manager, Cabana

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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.