NEWMARKET DINING, RANDWICK
Papaya was tasked to drive the launch of Sydney’s newest food and lifestyle destination, ‘Newmarket Dining’, in a phased teaser campaign via social media marketing and PR. The new venues were a selection of some of Sydney’s best, and most delicious venues including Ra Ra Ramen, Gelato Messina, CaliPress and Baccomatto Osteria.
How We Got There
The media relations activity was broken down into two phases:
The first stage featured the opening of four flagship venues in the heart of Randwick including, Baccomatto Osteria, Cali Press, Café Mckenzie and Barber Signature. The PR campaign for phase one generated over 30 pieces of coverage in publications including: Sydney Morning Herald’s Good Food, Broadsheet, Time Out, Concrete Playground, Eat Drink Play, delicious and Hospitality Magazine.
Phase two included the announcement of the opening of a trio of new eateries to the dining precinct including Sella Vinoteca, Gelato Messina and Dumplings and Beer as well as engaging in an influencer campaign. High profile influencers including – @issac_eatsalot (211k followers) and @food_feels (158k followers) gaining a massive 269,000 viewership.
The PR campaign for both phases generated over 40 pieces of coverage in publications including, Sydney Morning Herald’s Good Food, Broadsheet, Time Out, The Urban List, Concrete Playground, Eat Drink Play, and Hospitality Magazine.
Papaya used social content and ad spend to create excitement and awareness for all Newmarket Dining venues, with targeted pushes during each phase for the respective venues launched, including social media competitions to generate excitement in the community and grow Newmarket Dining’s following.
The content was also carefully tailored for seasonality as Autumn saw a “Roundup of Newmarket Dining warmers” and further highlighted key calendar events such as Mardi Gras, Easter, and Mother’s Day.
Results
Coverage
The total campaign secured over 40 pieces of high impact coverage in publications including, The Urban List, Time Out and Concrete Playground. The campaign reached a readership circulation of a total 10,634,384 people!
Social Media
Papaya’s social media team created engaging content across both Facebook and Instagram platforms to gain as much traction as possible. Instagram saw an increase in engagement, followers and likes. Facebook ads overall performed very well with a total of 150,000 impressions and 66,000 in reach.
Influencers
Influencer content from the campaign reached 269,100 people!
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