THE FERNERY ROOFTOP
Papaya created a PR campaign for The Fernery’s French Sunday’s ‘Croissants & Pétanque’ event that saw over 20 pieces of coverage across Broadsheet, Urban List and Concrete Playground.
Through a brainstorm with the client, an event with both customer and PR appeal was born. The event consisted of a limited croissant menu of truffle and brie and chocolate cookie crumble, steak au poivre and champagne and rose specials. Even more, guests were also able to enjoy free pétanque on the leafy rooftop.
The purpose of this campaign from a PR perspective was to create a unique hook that would grab the attention of online trend driven publications that are read by the venue’s target market. Therefore Papaya’s approach was to engage with Sydney metropolitan, local and online publications where the team had fantastic PR contacts.
HOW WE GOT THERE
Papaya embarked on a strategic media and PR campaign that saw a thorough media pitching program, cleverly crafted angles leveraging the ‘Croissants & Petanque’ hook and tailored content according to the different publications.
As a result we helped to land coverage in all major online publications including Broadsheet, Urban List, Concrete Playground, Sitchu and Eat Drink Play, local and metropolitan coverage in The Mosman Daily and The Daily Telegraph and a blog feature story written by a well-known food blogger.
It was highly important for us to create beautiful and engaging content to support this event. Prior to the event, our in-house photographer captured drool-worthy imagery of the oozy croissants, steak frites and beverages. Furthermore we also captured bright and beautiful venue shots of the sunny rooftop and people playing petanque. These images were also used on the venue’s social media pages to promote the event as well. Above all, these highly captivating images played a crucial role in grabbing the attention from journalists and securing coverage in top tier publications.