The Ivy Collection

• Over 200 influencers and key press attended each preview evening managed by Hatch
• Over 80 pieces of coverage generated for both sites combined in five months
• 48,189,173 opportunities to see for Harrogate and York from press coverage
• Over 25 reviews set up for both sites combined

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The Challenge

Launch The Ivy Collection restaurants in Harrogate and York.

Use creative PR and partnerships to build awareness ahead of the openings, and continue to drive momentum around the new sites once opened.

Our Solution

Hatch introduced local partnerships for each location to create community driven coverage ahead of each restaurant opening.

In Harrogate, we partnered with a neighbouring family jeweller to design an Ivy inspired necklace which was auctioned off at a local ball.

In York, we sponsored a local charity’s Christmas Tree and ran a design competition to create a limited-edition batch of baubles to be sold for the charity.

Alongside the community initiatives, Hatch implemented a proactive press office which involved organising press and influencer reviews, arranging profiling opportunities for key personnel including the Head Chefs and General Managers for each site such as interview placements and chef demonstrations, and arranging competitions with local partners i.e.. Visit Harrogate, Grand Opera House York.

Hatch were also responsible for creating a targeted guest-list for the preview evenings ahead of the restaurant officially opening to the public, this involved managing the guest-list, invitations and hosting the events.