PR Launch: The Oaks | Papaya PR

The Oaks Multi-Million Dollar Redevelopment

Key Results

Re-launch PR

35 pieces of high impact coverage across GoodFood, Broadsheet, Delicious,  Concrete Playground, Urban List, Vogue Living, Daily Telegraph. over 14 million people.

Reach

During the re-launch we reached 14 million Australians through media publications and a further 300,000 locals via social media campaigns.

Content

We crafted an approach for The Oaks that is extremely current and iPhone-led, offering an organic point of view of life inside the iconic venue that resonates with locals.

Social Media

Grew the venues social following by 14k on Instagram and 13k on Facebook since managing the account

THE PAPAYA APPROACH

133 years since its doors first opened to the Neutral Bay community, The Oaks underwent its biggest upgrade in 2019. After such a momentous renovation, The Oaks needed a relaunch program that would elevate its position in Sydney and showcase its new bars. Since the re-launch, we have been putting the spotlight on Sydney’s most iconic pub through always on content and social media.

 

Relaunch Campaign


With each venue opening at different times, we grasped the opportunity to get three bites of the cherry by rolling out three high impact phases to get the maximum coverage and excitement in the market. During our teaser phase we planted a seed of what’s to come through media and social media, generating excitement for the impending renovation.  In our launch and momentum phases we focused on giving each space their own identity as well as engaging thousands of locals and directing them to make a booking. 

 

Always On Activity

 

Multi venues = multi personalities. Our overall approach to social for The Oaks needed to match the unique mood and tone of voice for each venue. Through highly curated content Papaya brings each venue within The Oaks to life. Supported by on-going forward-thinking social media strategies and quarterly fresh content creation across photography and videography, we have propelled The Oaks to soaring heights.

Photography for PR Launch at The Oaks outside with baked cauliflower and rose
The oaks takeaway menu as flatlay for PR Launch
Man pulls apart very cheesy toastie with old fashioned cocktail in bar
spoon drips sauce onto figs on bread outdoors
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