GREGORY HILLS

Hospitality PR Launch, Social Media Marketing

OBJECTIVE

Gregory Hills is a new suburb in Southwest Sydney that is a far cry from the cosmopolitan inner-city suburbs. As a remote area, this group would be difficult to reach via traditional means, so we turned to social media to build anticipation for the launch of an entirely new venue, the Gregory Hills Hotel.

RESULTS

Ordered

Launched with a bang – 9,000 meals in the first 10 days of opening

Traffic

Exceeded foot traffic expectations by 3x

Coverage

Several reactive news articles including Macarthur Chronicle, Macarthur Advertiser and The Daily Telegraph.

Recruitment

Recruitment for over 70 positions entirely driven via social media

HOW WE GOT THERE

Social Media Marketing Campaign

We launched the Gregory Hills Hotel anticipation campaign 4 months prior to the launch of the hotel to create anticipation and buzz in the market, creating a personal connection between residents and their new local.

We implemented a phased approach to social media and used the sophisticated demographic targeting capabilities of Facebook to target a catchment of residents who lived under 7km from the hotel, who were over 25 years of age and who expressed an interest in ‘food and drink’.

PR Campaign

Papaya also created a targeted campaign focusing on local media, the Daily Telegraph and engaging local residents Facebook groups to favourably review the venue.

Posts were made weekly, drip feeding new aspects of the venue to our audience, including features such as the kids play area, the live entertainment stage, the sports bar and more.