Pubs Code Adjudicator

In the UK there are six regulated pub companies under the Pubs Code: Admiral Taverns, Greene King, Punch Pubs, Marston’s, Star Pubs and Stonegate.

Tied tenants of these pub companies are protected by Pubs Code rights, and it’s the responsibility of the Pubs Code Adjudicator to enforce the Code, regulate the industry and to protect fairness in the tied business relationship.

For a communications plan, strategy was key. The audience is diverse in many ways – a widespread geography, publicans working long, customer-facing hours with varying degrees of business acumen and industry knowledge.

Considered communications included thought-leadership content in well consumed and influential trade titles, the creation of ‘explainer’ videos to breakdown complex content to bitesize chunks, a programme of event attendance to directly reach tenants and a slew of other content, including blogs.

At the heart of the strategy was the opportunity presented by the Annual Tied Tenants Survey. This in-depth study conducted by Ipsos created a wealth of opportunity to communicate with audiences.

Pier supported the PCA to run its annual industry event where the results were launched – first in a closed session to the pub companies, and then to wider audiences including national media, such as The Times.

With this pivotal event and a clear media strategy, Pier forged strong relationships with the tight knit team at the PCA and delivered tangible, positive results.

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