THE CASTLEREAGH | LAUNCH PR CAMPAIGN - Papaya PR

The Castlereagh - Restaurant PR Launch

Summary

Papaya was chosen to launch world renowned chef, Colin Fassnidge’s new Sydney restaurant, The Castlereagh. This was a major development and a comprehensive PR and social media marketing strategy was executed in two waves of high-quality media coverage that penetrated local and greater Sydney consumers.

 

Papaya secured over 32 pieces of coverage with a media circulation of just over 10million readers, viewers and listeners from major publications such as The Morning Show, BroadsheetDelicious.com.auNewsbreak and TimeOUT.

 

To generate mass awareness about the new venue, Papaya developed a social media strategy to build anticipation through a teaser campaign. The social media campaign reached over 50,000 people and The Castlereagh generated strong  foot traffic for the launch of the venue. 

Results

Media coverage

Over 32 pieces of high impact coverage in publications including, GoodFood, Broadsheet, Delicious.com.au, Concrete Playground, Urban List, TimeOut, Daily Telegraph and Thrillist. Not to mention appearances on The Morning Show, 2GB and ABC Radio. The campaign reached an audience circulation over 10 million people! 

Social Media

Within the three-week pre-launch to launch phase, The Castlereagh’s Instagram increased to 1,045 followers and reached over 130,000 locals across socials.

How we got there

With world-renowned chef Colin Fassnidge, we secured ‘two bites of the media cherry’ phased media announcements. Papaya secured high impact coverage in the pre-launch phase through a media announcement to prep market and generate excitement for what was to come. The second phase was the launch of the new venue featuring an event with Colin and a tailored media campaign.

 

The pre-launch campaign was to grow anticipation about The Castlereagh’s grand opening. Papaya coordinated a major campaign, leveraging contacts in publications such as Good Food, Broadsheet, Time Out and Delicious.  

 

The bistro was positioned as a place bringing a contemporary pub style fare and warm hospitality to the CBD and gained attention from the likes of Daily Telegraph, Thrillist, The Morning Show, and 2GB.

Approaching the launch, we developed a strategic phased social media program across both Facebook and Instagram which would enable us to engage with the local CBD demographic.

 

 

Dynamic, exciting content was supported by a highly strategic social media advertising plan to reach and engage thousands of locals to make a booking directly through their website.

 

The Castlereagh launch event was a great success with incredible guest appearances from The Block Australia contestants, Mitch and Marc, several media guests such as Broadsheet, Time Out and Delicious editors and journalists who all enjoyed a beautiful range of canapés and champagne while soaking up the recently re-vamped contemporary pub-style bistro, it was certainly a night to remember!

 

Colin Fassnidge
Colin Fassnidge’s new restaurant The Castlereagh
Ribs at restaurant The Castlereagh
The Castlereagh
Colin Fassnidge
The Castlereagh

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