A BRUNCH EVENT FOR THE AGES
OVERVIEW
During the winter months, Fenway’s bustling Lansdowne Street becomes vacant with no sports, concerts, to large scale events. Part of my job was to creatively develop programs and one-offs to supplement business and drive sales during these slow times. In January 2018, I made my winter marketing plans for Loretta’s Last Call and the 1st Battle of the Bloodys was born. Little did I know, this concept would soon turn become one of the city’s favorite annual bar-crawl brunch events, gain substantial media attention, and most importantly raise thousands of dollars for the MSPCA. I mean, who doesn’t love day drinking to support puppies…especially when it’s part of the #TitosVodkaForDogPeople campaign?!
PLANNING PROCESS
Created concept board, one-sheet, event flow and marketing plan to implement strategy from planning to execution
Collaborated with Tito’s Vodka to sponsor the event
Utilized industry network to secure participating restaurants at $0 cost
Sourced interactive photo-booths, live entertainment, and charity involvement
Worked with management teams, chefs, and the MSPCA to determine ticket costs that would benefit all parties involved
Implemented social media editorial calendar and paid campaign to generate trackable online ticket sales via Eventbrite
Collaborated with Boston’s most prominent cocktail influencer, Claudiane Phillipe of @nailthecocktail, to co-host and judge the Bartender Battle portion of the event
Worked with freelance designers to create all marketing collateral — signage, print, passport, & digital graphics
Leveraged press opportunities to maximize reach
SOCIAL MEDIA
Worked with Boston cocktail influencer @nailthecocktail to co-host event
Cross-promoted giveaways with all participating restaurants to spread awareness and drive ticket sales
+748 gain in Instagram followers following giveaways
Cross-promotion on Loretta’s, Lansdowne, and Bill’s Bar’s channels to draw attention to their involvement and reach specific target audiences
Heavy promotion with MSPCA and Tito’s Vodka
Facebook events page reached over 1.5 million people
Live content posted throughout all channels on day of events
@bostonbehavior, @brunchesofboston, and other prominent influencers elected to help promote and attend the event for live coverage
“BLOODY MARY PASSPORT” DISTRIBUTED TO GUESTS | DESIGNED BY SCOTT POWERS
RESULTS
1ST ANNUAL BATTLE OF THE BLOODYS (2018)
Hosted at Loretta’s Last Call
200+ tickets sold
$5,000+ in revenue
$2,500+ raised for the MSPCA
8 participating restaurants
2nd ANNUAL BATTLE OF THE BLOODYS (2019)
• Due to success and demand, event expanded to Loretta’s Last Call, Lansdowne Pub, and Bill’s Bar
• Added new contests and layers to the event, including a Tito’s Vodka Bartender Battle with the prize as money towards a charity of their choice.• 500+ tickets sold
$14,000+ in revenue
$5,000+ raised for the MSPCA
20 participating restaurants
3rd ANNUAL BATTLE OF THE BLOODYS (2020)
Hosted at Loretta’s Last Call, Lansdowne Pub, and Bill’s Bar
600+ ticket sold
$17,000+ in revenue
$7,000+ raised for the MSPCA
20 participating restaurants
PRESS & PHOTOGRAPHY MENTIONS
COUNTRY 102.5 | BOSTON GLOBE | BOSTON.COM | BOSTON HERALD | BOSTON CHEFS
