Brighton Tap Takeover

Driving awareness and doubling ticket sales for leading craft beer festival

The second annual Brighton Tap Takeover saw 14 pubs in Brighton city centre become dedicated to craft beer for a spring weekend. Breweries from across Europe and the UK ‘took over’ the taps of their partnered pubs, creating the world’s greatest pub crawl, with each venue within a 10-minute walk. Showcasing over 100 craft beers, with many in Brighton for the first time, the Tap Takeover also featured live entertainment and music.

Fugu’s campaign targeted key local and regional outlets with stories and content, as well as event listing schedules with details for publication. Ticket giveaways and competitions were also negotiated with strategic outlets and shared on social media.

Campaign highlights included a well-attended press tour, which saw influential local journalists and bloggers sampling beers across selected event venues. An exclusive beer-tasting photostory was organized with the Brighton Argus newspaper.

Nearly 40 pieces of coverage were generated, including local radio mentions, carrying key event messages and ticket purchase calls to action. Fugu also secured national coverage – with a listing in the Sun’s TV Guide magazine (the UK’s most-read magazine), as well as in the Sunday Express S Magazine.

The campaign delivered significant increases in coverage volume and quality over 2016, and helped the organizers double event ticket sales in 2017.