The campaign is the brainchild of six organisations - Admiral Taverns, the British Institute of Innkeeping (BII), Everards, Fuller’s, Pub is the Hub and the Society of Independent Brewers (SIBA) - which have come together to create a new website promoting everything that is positive about the UK's pubs.
A six-figure sum has been raised by the founding groups and from several other companies and organisations which have also lent their support.
The groups are now calling on everyone in the trade - from licensees and bar professionals to pub and bar groups - to unite behind the campaign once it is launched to consumers next month.
It's Better Down The Pub
Businesses are being asked to encourage pub goers to visit the campaign's website, Facebook page and Twitter feed; let the campaign know why they love their local and even make a video explaining why it is so much better down the pub:
The campaign was officially launched to the trade at an event last night after being unveiled at the British Institute of Innkeeping (BII) annual lunch last week.
Tim Hulme, the newly-appointed BII chief executive, said the campaign could help drive future trade if it reached as many of the 15 million people who visit a pub each week as possible.
"The pub is an integral part of our culture," he explained. "It’s important that we encourage our customers to celebrate the enriching impact this great British institution has on our lives, as well as the special people that run them."
John Longden, chief executive of Pub is the Hub, said: “We’re thrilled that the film recognises the fantastic work done by licensees, especially those whose pubs are at the heart of communities. Pubs create jobs, boost sales for local suppliers and provide much needed services for communities.”
Consumers who take part will also get the chance to win a range of prizes.
"It’s Better Down The Pub provides a fantastic opportunity for pubs and licensees to drive a positive message about pubs, and if we can encourage our customers to make an extra visit here and there, then that would be fantastic too. So please tell your customers and encourage them to get involved," Hulme added.