The Ivy Asia Liverpool
Following the successful launch of the iconic The Ivy Liverpool Brasserie, Propel PR returned a year later to work once again as an extension of the in-house team, delivering a tailored launch strategy for the opening of The Ivy Asia Liverpool.
Propel PR delivered a detailed, tailored strategy structured across pre launch, launch and post launch phases. From an engaging PR stunt designed to build anticipation ahead of opening, through to official announcements, exclusive first looks, and a show stopping launch party, every element of the campaign was crafted to generate momentum and ensure The Ivy Asia Liverpool became one of the city’s most talked about openings.
After the opening announcement, the campaign focused on a key “Reservations Line Moment.” To mark the official opening of bookings for the Liverpool venue, Propel PR conceived a striking public activation outside The Ivy Liverpool Brasserie, installing six large blossom trees, each standing between six and eight feet tall.
In line with The Ivy Asia concept, the installation created a truly whimsical scene, inviting thousands of passers by to engage with the experience. The blossom trees were dressed with hundreds of gold envelopes, each containing a QR code linking directly to the reservations line, allowing guests to be among the very first to secure a table ahead of opening.
In addition to the reservations line going live, we also announced The Ivy Asia Liverpool’s official opening date.
To celebrate the opening of The Ivy Asia, Propel PR delivered an unforgettable, show stopping launch party, welcoming almost 200 guests for an experiential evening. The event featured a red carpet arrival framed by striking blossom trees, captivating dance and fire performances from Femme Girls, and an exclusive live set from The A-List Band.
The launch offered guests the opportunity to fully immerse themselves in the venue’s dramatic interiors while enjoying Asian inspired tasting plates from the menu, alongside expertly crafted cocktails and drinks. The result was a truly memorable opening night that perfectly reflected the glamour, theatre, and vibrancy of The Ivy Asia brand.
With celebrities in attendance, we secured national news as well as a social reach of over 4.5m.
Completing the campaign were a series of exclusive First Looks, an official opening press release, and intimate influencer lunches, all designed to unveil The Ivy Asia Liverpool’s completed interiors and menu to key media and local creators.
The campaign delivered 100% positive sentiment and achieved an overall reach of an impressive 93.8m, firmly establishing The Ivy Asia Liverpool as one of the city’s most high profile openings.
