PETER RABBIT AFTERNOON TEA

THE BRIEF

Drive awareness of Le Meridien Piccadilly's family programming whilst elevating the family offering at the Terrace on Piccadilly restaurant in order to increase food and beverage sales.

ACTIONS

Partnering with the renowned Penguin Ventures brand, we created an exclusive afternoon tea concept and elevated family programme at Le Meridien Piccadilly, allowing children and grown-ups alike to enjoy their favourite childhood story through tasty sweet & savoury treats and exclusive in room family packages.

RESULTS

Performance: +900% sales year over year

11 pieces of coverage in top tier media

42.5% increase across social channels

Winner of the 2020 Hotel Marketing Association Best Restaurant / Bar Marketing Award

 

PRESS COVERAGE

We brought Mr. McGregors garden to life for our exclusive launch party in partnership with Penguin Ventures. For one day only, we transformed The Terrace on Piccadilly into a Peter Rabbit wonderland, filled with garden patches, craft corners, face-painting, dressing-up areas and story-time from star-guest, Harry Judd.

For the launch we had 17 family influencers and their little ones attend, with a combined Instagram following of 1.3M. The event generated extensive social coverage including Instagram stories and static Instagram posts, with a combined reach of 620k to date.

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