The stand-up club is looking to attract a wider audience to its events, including more women. It has handed a 12-month retained brief to entertainment specialist Taylor Herring.
The agency has been asked to promote Jongleurs' national expansion plans and increase awareness of the brand among consumers, both online and in traditional media outlets.
It will initially focus on the launch of new Friday and Saturday night events in London's Covent Garden.
‘The perception of stand-up comedy has traditionally been linked with sticky floors and lots of boys,' said Taylor Herring managing partner Adrian Lee. Jongleurs, he said, was looking to promote a broader entertainment offer, promoting the quality of its food, the fun environment as well as its comedians.
A new focus on women will see Taylor Herring targeting titles such as Grazia as well as more standard entertainment media such as Time Out.
Taylor Herring will use the business' co-founder, Maria Kempinska, to try to access female-specific media.
‘Maria fought her way to the top in what is traditionally a man's world. We'll be looking to set up profile interviews with her in women's media,' said Lee.
The chain plans to launch Jongleurs TV online this summer, streaming live content from its Saturday events.
Taylor Herring was appointed without a pitch process. The appointment comes after parent company Regent Inns went into a pre-pack administration in October, forcing the closure of five Jongleurs venues.
Kempinska and John Davy, who founded the business in 1983, resumed sole ownership and the rights to the brand name, and have started rebuilding the business. They are planning to open 12 new venues across the country by Christmas.