Foxy's Proper Pub

St. Patrick's Day, without the stock-photo shamrocks.

A brand-defining holiday campaign designed for the street, the feed, the room, and the team responsible for delivering the experience.

CHALLENGE

For an Irish-inspired downtown pub, St. Patrick's Day is not a throwaway social holiday. It is the moment when the brand has the greatest permission — and the greatest pressure — to create a complete, memorable experience.

INSIGHT

The strongest event marketing starts before the guest arrives and continues after they leave. The campaign needed to connect programming, visual identity, food and drink, creator energy, service details, and real-time content into one recognizable world.

Build a pub-first St. Patrick's Day experience that feels unmistakably Foxy's: rich, energetic, slightly mischievous, and designed to create content naturally rather than decorating for the camera alone.

BIG IDEA

Campaign planning and cross-channel promotional strategy. Creative direction, graphic design support, photography, video, social copy, and email marketing. Influencer and press support, event coverage, and real-time storytelling. Alignment with managers and operations so the promoted guest experience matched the room.

ROLE

1. Establish the campaign world and release the first announcement with a clear event promise.

2. Build anticipation through programming, menu details, talent, decor, and behind-the-scenes preparation.

3. Host creators and capture the event in layers: street, room, details, staff, drinks, performance, and guest reaction.

4. Turn the event into a recap and a bank of brand assets for future holiday marketing.

RESULTS

Positioned St. Patrick's Day as a brand-right tentpole rather than a generic holiday promotion. Connected pre-event promotion, on-site experience, and post-event content under one creative direction. Created a repeatable model for experiential campaigns spanning social, email, influencer, and operations.