BOXPARK Liverpool
BOXPARK is a national brand that's renowned for bringing delicious food, amazing entertainment and drinks under one roof.
Having been created in London, with venues in Shoreditch, Croydon, Wembley and Camden, it was revealed that the brand was expanding outside of the capital, with its first venue in Liverpool.
When it first opened, BOXPARK Liverpool didn't quite connect with the city and its target audience, and so it was Propel PR's job to reintroduce the award-winning brand to Liverpool, whilst effectively communicating its core business values and key messages.
BOXPARK Liverpool’s pop up
Challenge
First impressions last, and BOXPARK Liverpool's wasn't as strong as it could've been since opening in May 2024. Undoing some of the preconceptions of the brand was key, creating an effective PR strategy to re-engage with the local community, whilst building on BOXPARK's core ethos; local traders, local people and local causes.
BOXPARK Liverpool had also opened during peak football season and some of the audience pigeon-holed the venue into a sports-only space.
BOXPARK Liverpool’s garden has been transformed into Miami Peach Beach Club
Strategy
2025 has seen Propel PR develop a strong community focus from hosting Liverpool's biggest ever pop up with almost 50 local brands showcasing their products and services, to BOXPARK Liverpool's 1st Birthday and a chance to relaunch the venue, sharing its unique and varied offering.
BOXPARK has also engaged with many community initiatives from hosting BeFree's complimentary mental health support sessions for young people after LFC's devastating parade incident, to the city's first Youth Summit, and big calendar events including the Women's Euros.
Showcasing local traders has been key as BOXPARK Liverpool is home to a plethora of delicious dishes but this hadn't resonated with its audience. Engaging with local food bloggers allowed us to amplify the menus in the venue.
BOXPARK Liverpool is home to a selection of local traders
Venue Specific Tactics
BOXPARK Liverpool is a vast multi-faceted venue with many different offers. From bottomless brunch, to sports events, music, and family socials, it was imperative that we effectively communicated its versatility and inclusivity.
Being conscious of its initial reputation in Liverpool, we worked closely with local brands and individuals, getting involved in many local communities and engaging with different demographics.
The pop up allowed local businesses to use the space to sell their products and services, whilst showing the venue's versatility and allowing BOXPARK Liverpool to be seen by a whole new audience.
Focusing on the venue's weekly free Family Social has drawn attention to the activities available and increased the awareness around the venue being family friendly rather than adults only or sports led.
Results
The opinion of BOXPARK Liverpool has drastically changed. No longer is it a London-based brand opening in Liverpool, but rather Liverpool's very own BOXPARK that supports local initiatives and is passionate about the people of Liverpool.
The venue got involved in key calendar events including The Grand National Festival, putting BOXPARK Liverpool firmly on the map, as well as acting swiftly to lend support to BeFree, a local charity looking for a host venue for its complimentary mental health sessions.
It's also more widely known what local traders are available at BOXPARK; the food offering is fantastic and utilising food and family bloggers has helped to communicate that.
