Star, which is the pub of Heineken, said two thirds of people surveyed said they are likely to visit a pub during the long weekend – from Thursday 2 June to Sunday 5 June – and that 94% of respondents are aware of the celebratory period.
With more than a quarter (27%) of consumers already having plans in place for the Jubilee weekend (source: Consumer Intelligence, Toluna, 25 Feb 2022), Star believes it is vital for licensees to finalise and publicise their plans early to maximise the opportunity.
To help its pubs drive footfall and sales, it is offering its licensees and all its managed operator pubs in its Just Add Talent division, a raft of Jubilee weekend event and marketing support, including free PoS kits with a retail value of over £200, business building ideas and insight.
The PoS kits are designed to create a festive atmosphere and position pubs at the heart of their communities. They include Union flag bunting, outdoor signage, posters, balloons and large weatherproof Union flags. Pubs will also be able to download free social media assets to advertise their Jubilee weekend events. For those licensees wanting personalised PoS, Star has negotiated a 50% discount on a selection of designs.
The package also includes temporary licensing guidance and helpline, promotions and top picks of British drinks and products as well as ideas for activities. These range from street parties, teas, barbecues, and G&T pop-ups to live music, themed quizzes and fancy-dress events and sports days.
Star Pubs & Bars head of digital & retail marketing John O’Connor said: “Our Six Nations support was hugely popular, taken up by more than 1,000 of our licensees. We anticipate interest in the Platinum Jubilee weekend will be just as strong because there is massive consumer awareness and interest in it.”
Big trading opportunity
He continued: “The four-day weekend is one of the biggest trading opportunities of the summer.
“With all the restrictions in place over the past two years, people want to enjoy activities and entertainment they’ve missed out on.
“With over a quarter (27%) of consumers claiming to have plans in place already, it’s important that pubs start to formulate their plans as soon as possible and see how they can tie in with their councils and local communities. Many of the pubs in our estate are in the hearts of their communities and so are ideally positioned to provide a fun, safe place for the community to come together and celebrate this historic event.”