It’s no secret that I work at The Wintersgills, a near-century old pub in the West End of Glasgow, and not too long ago, the pub came under new management. With a fresh perspective on the pub’s capabilities, we’re looking to shift the perspective of the ‘Gills from a purely ‘old man’ pub, to a vibrant community venue (and old man pub). So, the ‘Gills is hosting events 5 days a week to attract new clientele, but the pub’s status and lack of social presence made it hard to attract a new clientele. Therefore, as a marketing specialist, I stepped up to the challenge of promoting ‘What’s on at The Winters’.

To tackle the challenging promotion, a combined digital and offline marketing campaign was adopted. The combination of online and offline marketing was deemed essential to legitimise the changing culture of the pub for those attracted to the events through online media. The key pieces of the campaign are the social media and chalkboard posters—simple messaging devices to communicate the events we’re hosting each week, easily reusable/rework-able and distinctive to the brand through shared typography/calligraphy.

On top of these pieces, digital posters were made for each event, Pool Tournament, Dram & Jam, Free Jukebox nights, Karaoke, and the Pub Quiz. Similarly, these were designed to be reusable with slight alterations if needed, all having a unique theme to attract their individual audience whilst maintaining commonalities through messaging style, typography, and text positioning.

Additionally, further offline pieces were created to display throughout the pub, such as the ‘What’s on at The Winters’ live music schedule positioned on a pillar at the front of the bar, a small Pub Quiz promotional chalkboard, and a small ‘What’s on at The Winters’ chalkboard featuring the soonest upcoming events to display at the front window.

Now you know what’s on at The Winters.

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