We designed a dark and a light version of the gift card that customers could choose from, using the Metropolitan Pub Company colour palette and fonts.
Working with the Great British Pub card, we had a white labelled website created that we could direct customers to from the pub websites, social media channels and marketing mail outs. Customers were given the option of receiving the e-voucher via an email or a SMS. We decided against selling physical cards online to avoid the negative environmental impacts of posting and the complications arising from a delivery system.
Since launching, we have run two online campaigns for the gift cards, Black Friday Week and Christmas Gift. As a result, Metropolitan Pub Company saw the highest spend per head in gift card sales as compared with other Greene King brands.