Ei Publican Partnerships, formerly Enterprise Inns, has launched an awareness initiative — National Pub Fortnight — which will take place from July 22 to August 6.
The event is designed to highlight and encourage consumer interest in Great British pubs, after VisitEngland’s Day Visits Survey 2015 revealed that having a drink in a pub, club or hotel ranked third on the most popular activities undertaken by UK residents.
With support from third party suppliers, and a new how-to guide created specifically for the initiative, Ei Publican Partnerships is encouraging publicans to run their own events, including beer festivals, music events, family fun days and barbecues, not only during the fortnight, but throughout the summer.
Pubs taking part will be supported with point-of sale material, including banners, bunting and digital assets. Ei Publican Partnerships will also provide a Facebook promotion for the duration of the two weeks, targeting customers in participating pub areas.
To help generate awareness, Ei Publican Partnerships has partnered with Heineken UK. During the fortnight, participating pubs will provide 15,000 free pints of leading Heineken UK brands including Heineken, Fosters, John Smiths, Kronenbourg 1664 and Strongbow.
Ei Publican Partnerships has developed a National Pub Fortnight app to support the campaign, through which the first 15,000 consumers will have access to an e-voucher to claim their free pint, alongside a list of up to 1,000 participating pubs where it can be redeemed.
The campaign and app will be promoted via local press and radio activity across the UK, as well as through partners’ social media channels, and in participating pubs.
Group services director at Ei Group plc, James Armitage, said: “As the leading pub company in the UK, we are truly passionate about pubs and very well placed to lead this initiative, which will see consumers across the UK celebrating their locals. We are confident the campaign will benefit many more pubs than the 1,000 taking part in the free pint promotion.”
Brigid Simmonds, chief executive at the British Beer & Pub Association, added: “National Pub Fortnight is great new way to celebrate the Great British pub this summer, and we all need to support our locals. I hope pub-goers will get behind this initiative and make the most of the great promotions.”