Urban Alley Brewery
Urban Alley Brewery Hits Knox Westfield Precinct

This campaign centered around creating noise on the opening and launch of Urban Alley’s second brewpub venue in Knox. The key objectives for this campaign factored in lifestyle and mainstream PR campaigns, launch event strategy, influencer and digital activation engagement.

01 – What we did
– Strategy
– Public relations
– Digital Activation

Greenpoint led the strategy across each campaign pillar for the launch of Urban Alley Knox brewpub, resulting in significant earned coverage across a range of the most influential media outlets across the lifestyle and business sectors.

Greenpoint provided end to end event management support for the launch of the new Knox brewpub from conceptualisation, to managing influencer and media attendance, executing a successful launch event that drove mainstream awareness of the brand’s second brewpub launch in Australia.

In an attempt to translate this hype into digital presence, Greenpoint conceptualised and executed a call to action, social media competition in the lead up to the opening. The competition saw over 1,000 entries and resulted in a major uplift in social media brand traction.

Urban Alley – Knox
02 – As seen in
03 – Outcomes

An important milestone for the Urban Alley brand, our launch campaign led to substantial public support for the Urban Alley Knox project, generated mass awareness and hype on the lead up to the opening night, and resulted in a massive 300 head attendance for the launch event.

As a flow on effect on the result of the success of the Urban Alley Knox launch campaign, Greenpoint also helped build national interest and awareness of the brand across Australia.

What we Achieved:
  • 64 – Total Articles
  • 9,625,046 – Online Impressions
  • 1,244,618 – Social Media Reach
  • 205,000 – EDM Subscriber Reach
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