Midas generates 232 pieces of coverage for AA Hospitality’s The Pub Guide 2020

Our client
As part of the ongoing relationship with AA Hospitality, Midas was tasked with promoting The Pub Guide 2020: 2,000 pubs for great beer and good food, the definitive guide to the best pubs in the UK for food, drink, atmosphere and accommodation.

This brand new and revamped guide contains over 2,000 traditional countryside inns, welcoming taverns, and foodie destinations, all selected by the AA’s expert inspectors. From destination pubs worth making a detour for, to much loved locals, the 21st edition of the AA Pub Guide includes many old favourites, plus new and interesting destinations for eating and drinking, with several pubs making it into the Guide for the first time this year.

The Pub Guide 2020 offers an in-depth guide to the UK’s pub scene by county, with a detailed description of each pub, from directions and opening times, to whether the pub is child or dog friendly, to parking or garden options, with an insight into each pub’s real ale, real cider and wine by the glass offerings. The Guide uses an easy-to-follow symbol system to help readers can find the perfect pub for them.

What they wanted us to do
Midas were tasked to achieve coverage for the revamped Pub Guide, now in its 21st edition, across national, trade and regional media. AA Hospitality wanted to reach wider audiences and promote that the guide had been updated with a new format and content.

How we did it
Midas PR reviewed The Pub Guide 2020 and extracted the strongest news hooks, focusing on pubs with interesting stories, regions that were well represented, and the trends reflected in the trade features. Following this, we created comprehensive media target lists, with particular focus on regional press. We created over 50 bespoke pitches centred on the establishments found in each region, highlighting compelling stories and features, and sent to media. As a result, we secured strong coverage across nationals, trade, lifestyle and regional press.

What we achieved for them
Across the campaign, Midas PR achieved a reach of 429.5 million with 232 pieces of coverage. We secured national coverage for The Pub Guide 2020 in Daily Mail, The Sun, The Independent and The Scotsman, as well as key trade coverage including Hot Dinners, Catering Today, The Morning Advertiser and The Staff Canteen.

We achieved very strong regional coverage, with The Pub Guide 2020 featuring in Evening Standard, Yorkshire Post, Manchester Evening News, WalesOnline, Liverpool Echo, Birmingham Mail, Daily Post, Nottingham Post and Oxford Mail amongst others. We also secured features on regional broadcast, including BBC Radio Wales, BBC Radio Sheffield, BBC Radio Kent, BBC Radio Cornwall, BBC Radio Tees and Wave 105, as well as a week long feature on BBC Radio Oxford in which pub owners from the Guide were interviewed.

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