BROADWAY SYDNEY
Hospitality PR, Shopping Centre PR, Influencer Campaign, Social Media Marketing, Food & Venue Photography, Video
Upstairs at Broadway Sydney’s shopping centre sits an incredible dining precinct bringing together the streets of Asia, food-porn burgers, artistic cakes, loaded pizzas and more. Retailers include Burger Project, Guzman y Gomez, Passion Tree Velvet and other delicious food outlets. Sitting above the high foot traffic lower levels, Papaya was tasked with showcasing these incredible food retailers to drive foot traffic up, up, up.
RESULTS
Trending
A total of 106 food influencer and local posts were shared, reaching over 904,912 followers. A total of 20,015 likes and 1,898 comments.
Photography
Over 600 professional photographs capturing each retailers food offering which they could later use on their own channels to promote their venues .
Social Media
Impressions increased by 5x over the three month program.
Traffic
Professional videos used to promote and drive foot traffic to the new food space.
HOW WE GOT THERE
Engaging a suite of influencers that would genuinely reach their target demographic and geographic audience. Influencers were selected on their following demographics and locations and tasked with showcasing experiences that would support retailers and bring traffic through during low times of trade.
Papaya embarked on a social program that targeted the key demographics surrounding Broadway Sydney and running social ads on a schedule to support slow times of trade.
Papaya managed and delivered a photoshoot over three days that captured over 600 high res images of the retailers in the centre. This gave a sense of place to the food retailers and provided valuable professional content for retailers to use on their own social media channels.
Promotional Video
Papaya created 2 key videos that showcased Broadway Sydney’s key target demographics. These videos have since been used across social media channels and ran as ongoing social media ads to engage with their target audience.
