CAMPAIGNS: Subway bids to boost its profile in UK - Relationship Building

Client: Subway



PR Team: Harrison Cowley



Campaign: Relationship-building UK tour



Timescale: 28-29 March



Budget: Part of retainer fee



Subway has grown through franchise into a pounds 3.5m company, with

nearly 15,000 restaurants in 76 countries. It is now the world's second

largest fast food chain.



Subway aims to match the number of outlets of the biggest restaurant

chain in each country it operates in. It has a major expansion planned

for the UK and Ireland.



Subway recognised that it needed to define and establish its franchise

offer with target audiences in the UK in order to inject some impetus

into the growth of the business. Although Subway is well known outside

the UK, here it is only recognised locally.



Objectives



To support and enthuse existing franchise holders. To communicate the

franchise offer to potential investors, and target other audiences, such

as suppliers and the media. To inform and motivate the franchise

opinion-formers and to boost the brand's profile in the UK.



Strategy and Plan



Subway president and founder Fred DeLuca undertook a two-day

relationship-building UK tour. The tour combined one-to-one media

briefings with seminars.



An in-depth briefing document was produced for DeLuca. The document

included: information on demographics, politics, economy and recent news

issues such as foot-and- mouth and a National Audit Office report on UK

obesity.



Market information was also provided.



Measurement and Evaluation



Despite a 24-hour tube strike in the middle of the tour, interviews were

set up with Sky News, CNN, The Independent, The Economist, The Grocer,

Marketing, Franchise World and Franchise Magazine. A meeting was also

set up with the chairman of the British Sandwich Association and

DeLuca's seminar presentation was seen by key suppliers, Subway

development agents, and banks' franchise departments.



Results



Within two working days, the number of calls to the franchise enquiry

line had increased by over 100 per cent. A franchise advertising

campaign started on 19 March.



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