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.
Engaging a suite of influencers that would genuinely reach the target demographic and geographic. Local influencers were selected on their following demographics and locations and tasked with showcasing experiences that would support the new food retailers in the precinct.
Papaya managed and delivered a photo and video shoot over three days that captured over 1,000 images of the retailers in the food precinct. This showed off the Castle Towers food offerings with drool worthy food shots and video that showcased the variety of restaurants and entertainment.
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