Mango PR increases The Goring's profile outside of the travel pages and help double afternoon tea profits

The Goring's Croquet Afternoon Tea campaign is an example of how a client's support of a good idea can yield great results.

The Brief

Organise a series of events and partnerships to mark The Goring’s centenary. The Goring is a family-owned hotel with a large private garden in the heart of London and is quintessentially English.

The Idea

Mango PR identified the traditional English games manufacturer,  also family-owned, Jaques of London www.jaqueslondon.com as a synergistic partner for The Goring. An agreement was set up to provide croquet lessons in The Goring’s garden, to accompany a special Croquet Afternoon Tea (riding on the afternoon tea trend) during the hotel's centenary summer.  Jaques also undertook to provide The Goring with a limited edition Centenary Croquet Set, for competitions, and to supply all the croquet sets for the promotion itself.

The Strategy: 

A photograph of a mock up of the Jaques/Goring croquet set was taken well in advance. The campaign kicked off with the placement of news items and competitions in appropriate long lead publications such as Homes and Gardens, BA Highlife and Country & Townhouse magazine. A press launch was held in May to promote the croquet teas which were scheduled for July and August. In June the short lead, online and social media were addressed both directly and with a second press event.

The Results

Mango PR secured over 30 pieces of coverage for Croquet afternoon tea in the national, London regional and online press. The croquet tea was sold out and The Goring reported a 100% increase on the same time last year. Jaques reported plenty of enthusiastic croquet players in the Goring gardens. 

National

• Daily Express – 1 May 2010
• International Express – 18 May 2010
• BA Highlife – June 2010
• Eat Out Magazine – June 2010
• Olive Magazine – June 2010
• The Sunday Times – 27 June 2010
• The Jewish Chronicle – 9 July 2010
• Time – 26 July 2010
• Country & Townhouse – August 2010
• Country & Townhouse – August 2010
• Homes & Gardens – August 2010
• The Sunday Telegraph – 8 August 2010

London

• London Planner – March 2010
• Canary Wharf Magazine – May 2010
• Matchbox – June 2010
• Matchbox – June 2010
• The London Magazine – June 2010
• Belgravia – June/July 2010
• Stylist – 14 July 2010
• ES Magazine – 30 July 2010
• The Resident – August 2010
• London Planner – August 2010

Online

• Luxurycityhotels.com – 8 April 2010
• Tripideas.co.uk – 4 May 2010
• Visit London Blog – 6 May 2010
• BAHighlife.com – 8 May 2010
• BAHighlife.com – June 2010
• BBCGoodfood.com – June 2010
• Londonmagazine.co.uk – June 2010
• Sundaytimes.co.uk – 27 June 2010
• Sundaytimes.co.uk – 27 June 2010
• Glam.co.uk – 1 July 2010
• Time.com – 15 July 2010
• Telegraph.co.uk – 9 August 2010

Sample coverage from The Goring Croquet Afternoon tea campaign: