Roxy Leisure is a leading UK entertainment brand that transforms nights out with a unique blend of social gaming, lively rock and indie music, and a vibrant bar experience. With multiple venues across the country, Roxy Leisure is known for bringing the playground to the bar, offering a huge variety of games under one roof. Whether for date nights, work parties, or casual hangouts, Roxy creates an unforgettable social atmosphere.
About the Campaign
As part of their expansion into Leicester, Roxy Leisure partnered with Bauer Media to build excitement and anticipation for their newest Ball Room venue. The objective was to create a buzz that would drive awareness, footfall, and online engagement, ensuring a successful launch event.
Campaign Elements
- 2-Week Branded Airtime Campaign
- Promotional airtime directed listeners to a dedicated competition page on Gem Radio’s website, which featured editorial content, images, and a call-to-action to enter the competition.
- High-impact Spotlight Trails and We Love Airtime segments delivered key brand messages, promoted Roxy’s USPs, and drove footfall.
- Digital Marketing & Online Competition
- A two-week online competition gave listeners a chance to win exclusive launch party tickets.
- Social media advertising and email marketing maximised engagement and awareness.
- Presenter Endorsement & Breakfast Promotion
- Jo & Sparky integrated Roxy into their ‘Guess The Year’ feature, a highly engaging breakfast show game.
- Listeners won VIP access to the launch event, reinforcing excitement around the venue’s opening.
- Additional exposure through live read endorsements post-event.
- Launch Event & On-the-Night Content
- Jo & Sparky hosted an exclusive VIP area for listeners at the new Roxy Ball Room.
- Bauer Create videographers captured the atmosphere, producing a promotional video to showcase the experience.
- Instagram stories and organic social posts provided real-time engagement and extended reach.
Success Measures
Online Competition Performance:
- 2,474 total page views
- 1,130 unique page views
- 1,475 clicks
- 305 competition entries
Sponsored Social Media Results:
- 10,934 people reached
- 20,570 impressions
- 672 link clicks
Organic Facebook Results:
- 4,068 people reached
- 42 engagements
Client Testimonial
“This campaign was a pleasure to work on. We had the best night at Roxy Ball Room, and so did our listeners. It was brilliant to treat our audience to an exclusive experience that generated strong engagement across phone-ins, online entries, and social media.”
— Jo & Sparky, Breakfast Show Presenters
“This campaign elevated the Breakfast Show content. It seamlessly blended commercial content with a brilliant new venue in our core territory. Roxy Ball Room is a brand we would love to continue working with, hosting future listener events in our TSA.”
— Paul Iliffe, Content Controller,
Summary
By combining talent-led content, high-reach radio promotions, digital engagement, and an immersive launch event, Roxy Leisure successfully positioned their Leicester venue as the must-visit destination for social gaming. The multi-channel campaign created anticipation, excitement, and real-time engagement, resulting in strong awareness, competition participation, and event attendance.