Sydney institution, The Oaks Neutral Bay underwent its biggest upgrade in its 133-year history launching a provincial style conservatory overlooking the iconic tree, Alala’s, a retro sports and games bar, Taffy’s, and a craft bottle shop and takeaway.
Papaya was chosen to launch The Oaks major multi-million dollar re-development and executed a comprehensive PR and social media marketing strategy and achieved three waves of high-quality media coverage that penetrated local and greater Sydney consumers.
To generate mass awareness about the new venues, Papaya developed a phased social media strategy to build anticipation through a teaser campaign and launch campaign for each venue. The social media campaigns reached over 400,000 locals and The Oaks experienced a high increase of foot traffic for the venue launches.
Over 35 pieces of high impact coverage in publications including GoodFood, Broadsheet, Delicious.com.au, Concrete Playground, Urban List, TimeOut, GQ Magazine, Daily Telegraph and Vogue Living. The campaign reached a readership circulation over 14 million people!
From the pre-launch to launch of the new venues, Papaya reached over 300,000 locals, generated 2.65 million impressions and generated nearly 1,000 link clicks to the website. To take the Oaks social media through a journey, Papaya executed a teaser campaign that generated 84.4% increase to website new visitors before the launch of Taffy’s. Following the PR and social media launch of Taffy’s, the sports bar was jam packed.
In total, there were increase to visitors to the website by 396.53%!
How we got there
With each venue opening at different times, Papaya saw an opportunity to get ‘three bites of the cherry’ from media publications by making phased media announcements. Papaya secured high impact coverage in the pre-launch and launch phases by pitching crafted angles for each of The Oaks revived venue spaces.
The pre-launch campaign was to grow anticipation about The Oak’s biggest redevelopment and how it was rejuvenating a slice of its 133-year-old history. Papaya reached the news to Sydneysiders and received attention from publications such as Good Food, Broadsheet, Concrete Playground, Time Out and Delicious.com.au.
Taffy’s was positioned as ‘the place to be to watch all your live sports’ and gained attention from the likes of Daily Telegraph and GQ Magazine. The opening of Alala’s was pitched as an elegant conservatory bar for females and received coverage on Good Food, Vogue, Broadsheet and a front cover story on local paper Mosman Daily.
To maximise awareness about the new venues and connect with locals, Papaya developed a phased social media program to grow anticipation about the launches and drive foot traffic when the venues opened.
With the new venues having different personalities, it was important for Papaya to execute a highly curated social media feed. This was achieved by sharing bespoke animations, creating well-thought out content plans and high-quality food porn photography.
This content was supported by highly strategic social media advertising plan to reach and engage thousands of locals about direct them to the website to make a booking.