THE TILBURY
An iconic Sydney pub, The Tilbury Hotel, approached Papaya to launch a food pr campaign with their objective to raise awareness of The Tilbury and their new spring menu. We pitched to them a ‘Spring Oyster Harvest Series’. Over five successive weeks, The Tilbury showcased a series of events featuring East 33 oysters alongside a rotation of local wineries. By using oysters as our passion point to excite consumers and media, we created lots of media buzz.
How We Got There
Papaya created a strategic PR campaign and tailored pitching program to key food media, securing interviews and media stories with 2GB, Broadsheet, Time Out and Delicious.
Throughout the series we invited a range of foodie and lifestyle influencers to attend. Across social media they shared their experiences shucking oysters, trying the new spring menu and the atmosphere of The Tilbury as the place to be eating Oysters this Spring.
Launch Night
The first night of the series was very much done in a launch style, with the majority of those attending being media and social media influencers.
Upon arrival guests were greeted with a flute of Laurent-Perrier La Cuvée Champagne and were treated to oyster shucking demonstrations, with many of the media jumping in to try out their newly acquired shucking skills.
Over a three-course meal the knowledgeable suppliers from East 33 & Coppabella’s talented Winemaker Paul Roberts both took to the floor with fantastic educational presentations about oysters and wine.
Results
Coverage
Papaya secured appearances for The Tilbury on 2GB and articles in publications including Broadsheet, Time Out, Escape Magazine and Delicious.com.au with a collective audience reach of over 54,338,050.
Influencers
The campaign secured the support of 15 influencers including Charis Pixie, Simon Food Favourites, Éclair Piya and Miss Double Bay, with a total following 387,900.
Photography
Eye-catching photography was crucial for media to share with their audiences. We engaged sought after food photographer William Meppem and staged an Oyster Cart shucking experience.
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