Star Pubs to use geotargeting in Euros marketing

To help its licensees maximise the revenue opportunity presented by June’s UEFA Euro 2024 tournament, Star Pubs has revealed the details of its latest marketing support.

For the first time, geotargeting promotions will encourage consumers to visit participating English and Welsh pubs during May and June in advance of the tournament. 

Geotargeting will send a code to the phones of consumers who have opted in for promotions, offering them a free pint of Foster’s, John Smith’s or Strongbow at a pub in the area.

Bounce back vouchers on beer mats will then encourage consumers to return for the first match (Germany v Scotland, 14 June) with the offer of 10% off their group’s first round, up to the value of £50.

In addition to promotions, external point of sale and social media assets, Star Pubs’ tournament support will include experiential items such as football clappers to build atmosphere during the games.

Record investment

The pub company says it is investing a record-breaking £250,000 in a marketing package that will drive footfall and create atmosphere.

Pubs will also benefit from kits from Heineken brands designed to enhance the experience for pub goers. Up to 800 kits will be distributed with branded fixtures posters, stack cups to ensure speed of service, ice buckets to help drive bucket deals and social media assets to encourage footfall.

"The summer of sport is a real opportunity for pubs," says Cathy Olver, retail director at Star Pubs. "In addition to interest from pub goers in watching football in pubs, the research we commissioned revealed that 39% intend to visit a pub to watch the men’s UEFA Champions League Final, 33% the Olympics, 25% Wimbledon and 21% the UEFA Women’s Champions League final. Creating a sense of occasion and a fantastic upbeat atmosphere are what matter most. So those pubs that nail the European football tournament will benefit from sports enthusiasts returning to watch other summer games."

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