Taking “learnings” from the 2010 World Cup on board, Maclay pubs with TVs will each have a mix of centrally-planned and outlet-specific activity in evidence in the build up to and over the course of the tournament.
Championship-themed point of sale, including bunting, flags, balloons and exterior banners will be utilised, as will daily match posters (in the form of a pad that allows posters to be ripped off to reveal the next big game) and a fixture guide.
On food and drink, marketing manager Lynn Lovelock confirmed a bottled beer deal was being planned for the duration of the tournament, alongside a beer snacks mini menu.
The aim is to encourage viewers to dwell longer a little after the game and take advantage of some good value food as well as drink in outlet.
In other, bespoke activity pubs will be picking a team to support, matching food and drink to countries taking part, promoting pre-match food bookings and tempting consumers to ‘book a booth’ and/or the ‘best seat in the house’.
“The main learning from last time [World Cup 2010] was to plan ahead and pre-promote, which we felt allowed customers to plan ahead an extra visit to the pub to watch a midweek match, for example, that they may not have done had we not pre-promoted [them],” Lynn said.