Tiger Tiger owner Novus Leisure, formerly Urbium, has launched a new website to provide marketing and sales support for its eight city-based venues.
The website, city-bars.co.uk, has been developed by Aardvark Media and offers customers the ability to make and manage bookings as well as leave feedback on individual venues and staff.
Novus Leisure hopes to reach 25,000 registered users for the site in the first six months and plans for online to account for 50% of its bookings.
Online marketing executive Allie Keith said: “The custom-built system allows all our city-based sites to access one customer database which can be used for local venue promotion and management, centrally integrated marketing activities and to build valuable and lasting relationships with customers.”
Novus Leisure operates 32 bars nationwide including large formats such as Tiger Tiger and smaller bars including The Livery, The Long Acre and The Wall, as well as Verve and Le Royale cocktail lounge bars.
In 2005 the group, was acquired by Lightflower Acquisition, an investment vehicle set up by private equity group Electra Partners for the purpose of the deal, for £113m.
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By Kerstin Kühn
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