The Light: welcoming the public back with dining at a distance

The Light: welcoming the public back with dining at a distance
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Case study · Travel & Leisure

After the Covid-19 lockdown, The Light needed people to feel safe coming back, and to spend with its food and drink tenants. We created a quirky, lockdown-compliant pop-up where guests dined in their own bubbles. It drew 1,200 sign-ups and was fully booked for three weekends.

  • 1,200 event sign-ups
  • 3 fully booked weekends
  • 9 pieces of coverage
  • 350K coverage circulation
Diners in socially distanced dining domes outside The Light in Leeds
  • Client The Light, Leeds
  • Sector Leisure, food and drink
  • Services Creative concept, experiential, PR, social
  • When After the first Covid-19 lockdown, 2020
  • Audience People in Leeds
  • Channels Pop-up, social, regional media

What did The Light need?

The Light needed to bring people back after lockdown and drive spend on food and drink with its tenants, safely.

  • Business objective: drive footfall and tenant spend after reopening.
  • Communication objective: create buzz online and in the press around a safe, fun reason to return.

What was the insight?

People wanted to go out, but they wanted to feel safe. Making the rules part of the fun turned a worry into a reason to visit.

The idea was dining at a distance.

What did we do?

  • A lockdown-compliant pop-up. Guests booked slots within their household bubbles.
  • Food and drink from tenants. Guests ate and drank safely in a fun setting.
  • Buzz online and in the press. We launched it across social and regional media.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs Pieces of coverage 9 Prohibition coverage log
Outputs Coverage circulation 350K Prohibition coverage log
Outcomes Event sign-ups 1,200 The Light
Outcomes Bookings Fully booked over three weekends The Light

What did The Light get from it?

People back through the doors, safely, and tenants serving again. Every slot was taken across three weekends.

What did we learn?

  • Make the rules part of the fun. The format turned restrictions into novelty.
  • What we would do differently. track tenant spend during the event, to show the commercial effect.