Restaurant booking platform Res Diary approached Papaya following their independent launch in Australia looking to maintain a media presence.
The aim? To ensure that the hospitality industry was aware that they were still operating locally, build brand awareness with their target audience and credibility through thought leadership content.
How we got here
To maximise the exposure and secure the best quality and breadth of coverage across business and trade media possible the campaign was run in two phases. Phase one was a tailored media strategy, pitching to trade media and selected consumer news targets, while phase two was thought leadership, pitching to trade media on topical issues relevant to the industry using data backed information about Australian consumers.
The main target for media pitching was hospitality trade publications, with consumer publications also contacted when the content was relevant to a wider audience.
The content created and shared with the media was very much data driven. By providing unique, relevant and fact driven information with both trade and consumer media Papaya was able to secure regular content for ResDiary, giving them a presence and voice within the hospitality industry and beyond. Read more on using data in PR in our latest blog here.
Papaya secured appearances for ResDiary on 2GB and articles in trade publications including Hospitality Magazine, The Drop, Pubtic and Drinks Digest and consumer media including The New Daily and The Daily Telegraph with a collective audience reach of over 2,000,000.