Public Relations and Events

The Client:

The Knox is a speakeasy bar located underneath Sloane Square Hotel, a historic hotel tucked between Chelsea and Belgravia. With a secret entrance, The Knox is designed for those who love to sip, socialize, and dance the night away. A bold tribute to the extravagant spirit of the ‘70s and ‘80s, with visuals inspired by Scarface and Studio 54, it’s the ultimate spot for an intimate drink or an all-night affair.

Drenched in rich red hues, glowing neon, and retro-futuristic décor, the space oozes effortless cool with a touch of decadence. With vinyl DJs bringing you a nostalgic soundtrack of disco, funk, and old-school beats, and a great selection of cocktails and bar food, The Knox is poised to bring you a great night out in London.

The Brief:

The venue had previously operated as a nightclub but was refurbished and branded into a more laid-back cocktail lounge. The goal was to attract both hotel guests and local Kensington and Chelsea residents looking for a versatile space where they could socialise and enjoy relaxed drinks and vibrant music in a stylish, welcoming environment.

In anticipation of their launch, The Knox also planned a Media Day for press and influencers and tasked us with inviting a relevant guest list to help generate buzz and boost visibility across social media.

Our Approach:

Our core objective was to drive awareness and media interest around The Knox’s opening. We focused on securing high-impact press placements and generating social media momentum in the lead-up to launch.

We kicked things off with a tailored press release spotlighting The Knox’s unique features: from its immersive design and historical significance of the venue, to its eclectic music and cocktail offering. This was distributed to targeted journalists and publications ahead of the opening day to secure media placements. Our outreach strategy focused on a mix of prominent lifestyle outlets and local publications in Kensington and Chelsea to maximize coverage.

In addition to proactive outreach, we conducted responsive PR by monitoring journalist requests and identifying opportunities for The Knox, such as speaking about the nightlife culture in London.

For the Media Day, we curated a list of influencers and journalists whose content aligned with nightlife, London culture, and entertainment. We helped out on the day, ensuring that everyone was checked in properly and had a good time at the event. We also liaised with attendees post-event to secure timely and impactful coverage across both social media and traditional media platforms.

The Results

By the end of the 2-month campaign, we had secured a total of 7 placements at various reputable media outlets! This included placements in the BBC and The Caterer. Although our campaign had ended, we were also waiting on incoming placements in Esquire, Kensington and Chelsea Review, and more.

We also secured 45 pieces of social media coverage from various influencers at the event, including Instagram posts, reels and stories.

In total, our campaign generated 1.12 million estimated views and 56.7k engagements.