Bondi Liquor Co - The Bondi Festival of Gin
In mid-April 2022, Papaya launched Bondi Liquor Co.’s “The Bondi Festival of Gin” in partnership with local Bondi hospitality businesses. Running for two-weeks, the Bondi Festival of Gin featured a line-up of different cocktails and CAPI tonics’ G&Ts at 10 venues around Bondi.
These included: Corner House, which featured a Gin & Food matching dinner, Beach Road Hotel, Neighbourhood, Hotel Ravesis, Rosenbaum & Fuller, Bondi Hardware, Rocker, Bikini Bar, Curly Lewis Brewing and Bondi Liquor Co.
The series of events included a launch party, the Bondi Gin trail and a “Morning Bondi Saltwater Gin collab” which celebrated a custom limited-edition bottle by photographer, Morning Bondi, for the new Bondi Liquor Co. Saltwater Gin.
To generate mass awareness about the new venue and Gin brand, Papaya developed a phased social media strategy to build anticipation through a teaser campaign and launch campaign inviting local influencers to experience Bondi Liquor Co. for themselves and attend some of the festival’s events at some of Bondi’s well-known and established venues. This included a ‘blend your own gin’ session, cocktail challenge, and a gin garden pop-up bar during the festival.
Over 35 pieces of high impact coverage in publications including, Broadsheet, Thrillist, Concrete Playground, Urban List, TimeOut, The Sunday Telegraph, Sydney Social and an appearance on 2GB with Deb Knight. The campaign reached a readership circulation over 6 million people!
From the launch of the gin festival, Papaya reached over 120,000 Bondi locals. Papaya executed an opening teaser campaign that generated 99% increase to social media platforms from new visitors.
How we got there
Papaya secured high impact coverage by pitching crafted angles for each of the events at the different venue spaces.
The pre-launch campaign was to grow anticipation about The Bondi Festival of Gin and to celebrate the Launch of Bondi Liquor Co. Papaya reached the news to Sydneysiders and Bondi locals and received attention from publications such as, Broadsheet, Thrillist, Concrete Playground, Time Out and Man Of Many, along with an interview with Deb Knight on 2GB.
Papaya executed a highly curated social media feed with a fresh design to promote the upcoming festival of gin.
To maximise awareness about the new venue and connect with locals, Papaya developed a phased social media program to grow anticipation about the launches and drive foot traffic to Bondi Liquor Co.
This content was supported by highly strategic social media advertising plan to reach and engage thousands of locals to try Bondi’s new favourite gin.