CHALLENGE

The launch of the new food precinct with 12 new restaurant retailers landing in QIC’s Castle Towers’ Piazza, including Betty’s Burger’s, Gami Chicken, Guzman Y Gomez, PappaRich, Kinn Thai and more, transforming the Piazza into a food destination for the Hills community.

Although none of the hospitality retailers were ‘new’ in themselves, Papaya embarked on a high impact launch marketing campaign that would set popular online media channels and social media abuzz. Papaya embarked on a strategic media and PR campaign that saw a thorough media pitching program, cleverly crafted angles and tailored content secure coverage in all major online publications across Concrete Playground, Urban List, Broadsheet, TimeOut and Delicious plus local media coverage in Hills District Times and Hills District Mums.

Over a mammoth 3-day shoot Papaya gathered in excess of 500 professional food photos that the retailers could use to promote their venues plus five engaging social videos that showcased the fun entertainment and new food and beverage offers at The Piazza.

RESULTS

• High impact coverage across Concrete Playground, Urban List, Broadsheet, TimeOut and Delicious plus local media coverage in Hills District Times and Hills District Mums

• An influencer campaign that delivered more than 20 social posts to over 400,000 followers, 7,000 likes and 200 comments

• Beautiful brand photoshoots for each venue showcasing the stunning new food and entertainment offers

• 5 X beautiful video showcases featuring local influencers

Papaya Castle Towers Piazza
CASTLE TOWERS 1
Papaya Castle Towers Crinitise
Papaya Castle Towers Gami