Media Relations: Bar operator to boost web profile

West End bar operator Urbium is using a series of events in a bid to gain media coverage for its website, Latenightlondon.co.uk, and its bars, which includeTiger Tiger and Sugar Reef.

It is looking to partner brands with similar target markets, such as Toni & Guy, to create newsworthy attractions at the website's quarterly 'Live' parties.

Urbium marketing manager Jo Davies said its bars were not positioned as celebrity hang-outs, meaning it had to work harder to gain coverage. Frank PR is handling the brief.

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