The Ringland Group Amelia Hall

THE BRIEF

The Ringland Group, a prominent Northern Ireland Hospitality firm, founded by brothers Peter and Ben Ringland in 2008, has steadily expanded its portfolio to include successful venues such as the Flint and 1852 hotels, and popular bar-restaurants like Town Square, Southside Social, and Lucky Duck. Despite the strong local recognition of its establishments, the corporate identity of the Ringland Group was relatively underexposed. JComms was appointed to enhance the Group's reputation within the Northern Ireland business sector and support the launch of their newest venture in Belfast city centre, beer hall, terrace, and pizzeria, Amelia Hall.

WHAT WE DID

JComms launched a comprehensive PR campaign aimed at elevating the Ringland Group’s profile as a leader in the hospitality industry. Leveraging the opening of Amelia Hall, JComms sought to secure high-quality media coverage in Northern Ireland’s leading outlets to achieve this. 

Initial Outreach: A detailed press release was crafted to announce Amelia Hall’s opening, emphasising its unique offerings and significant investment. Targeting key local journalists, JComms organised a hard hat tour, providing a sneak peek of the venue and an opportunity for the media to meet co-founders Peter and Ben Ringland. A press release announcing the opening date was issued following this event.  

Strategic Interviews: Following the tour, JComms facilitated interviews for Peter Ringland, positioning him as a leading voice in the Northern Ireland hospitality sector. Key features included his appearances on the Irish News Business Podcast “Trading Up” and Licensed & Catering News, which helped establish his reputation.  

Exploring angles: JComms secured an engaging piece with the Belfast Telegraph, featuring insights from the Ringland Group’s chef about his unique background in show business, further enhancing the narrative around Amelia Hall.  JComms secured an expert led piece in Perspective Magazine focusing on the architecture of Amelia Hall. A 100-year-old time capsule was also discovered when Amelia Hall was being built, which JComms also pitched to targeted journalists and led to a video piece on the Belfast Telegraph channels. JComms also entered the Ringland Group into the NI Social Media Awards.  

Collaboration with Tourism Bodies: JComms engaged with Visit Belfast and Tourism NI, leading to a feature in The Times, showcasing Amelia Hall as a must-visit destination in Belfast.  

Investment Announcement: As the opening date approached, JComms announced Amelia Hall’s significant investment from Ulster Bank, reinforcing the project’s credibility and contribution to the NI economy.  

Opening and Follow-Up: In advance of the opening weekend, JComms issued a press release, emphasising the meticulous measures the owners had taken to ensure the opening was as smooth as possible. During the opening week, local journalists were invited for food and drink tastings, further promoting the venue.   

Post opening: JComms continued to secure high-profile interviews for Peter Ringland, including a feature in one of the key interviews in the NI business media, as well as a feature in BBC News NI, discussing the latest figures in the NI hospitality industry. A month after opening, a press release was issued announcing a £500 referral scheme to boost recruitment in response to overwhelming demand so far.

THE OUTCOME  

JComms’ strategic approach, comprising press releases, media briefings, and targeted interviews, successfully established a strong brand presence for the Ringland Group in Belfast’s competitive hospitality market. The campaign yielded 150 pieces of coverage in a large number of local publications, with highlights including:

1. The Times
2. BBC NI 
3. The Belfast Telegraph 
4. The Irish News
5. Belfast Live
6. LoveBelfast
7. Hospitality Ireland
8. Perspective Magazine

Key interviews helped convey the essence of both Amelia Hall and the Ringland Group, culminating in prominent features, including a front-page article in the Belfast Telegraph and extensive coverage in Licensed & Catering News and the Irish News.

Since its opening, Amelia Hall experienced an impressive surge in popularity, welcoming over 20,000 customers in just weeks, significantly exceeding expectations and prompting the venue to recruit additional staff to meet demand.

Additionally, JComms successfully entered the Ringland Group for the NI Social Media Awards 2024, where they were shortlisted, and the Group hosted the afterparty for the Ulster Tatler Awards 2024 which included extensive coverage in the Ulster Tatler post-event.

JComms continues to support the Ringland Group as they expand their offerings in the Northern Ireland hospitality sector, solidifying their reputation as a key player in the industry.