BRIEF- The Society Group has been retained by The Randwick Club to launch Zhu Canton, an all-new Cantonese restaurant offering traditional Asian fare with a contemporary twist. The Society Group has since developed and executed tailored public relations and integrated marketing communication strategies utilising both old-school and new age communication to achieve the optimised goal of publicity.
The official launch of Zhu Canton is testament to how our personalised and devoted attitude can achieve maximum exposure to relevant audiences and opportunities. A wide range of publicity was reached through all social media platforms. As a part of the retainment, The Society Group developed a strategic plan, which covered the pre-launch, launch night, social and print media execution, event support and post event wrap up.
WHAT WE DID- The Society Group assisted with and initiated various strategies in order to develop a successful public relations campaign. Commencement began with an announcement of the new Cantonese venue, which then continued with press release distribution and ongoing media engagement. The Society Group engaged with social media campaigning through the creation and management of their social media platforms – both Instagram and Facebook.
Further implementation of strategic campaigning involved a media send out which The Society Group took a more creative approach comprising of individual mini steamers and chopsticks and a customized fortune cookie inside with details of the launch event accompanied with an invitation for the Grand Opening of Zhu Canton on the 22nd of August 2016. Additionally, Society Group created a specialised event guest list that included of a comprehensive variety of influencers, bloggers and talent. The lead up also included organising and facilitating photography of the space and food served at the venue. The Society Group was present and offered assistance throughout the launch night, which consisted of media engagement and management and also assisting the photographer throughout evening.
POST LAUNCH & RESULTS- The post event initiatives comprised of the distribution of media releases, image distribution and media follow up. Zhu Canton received extensive media coverage across a spectrum of publications including but not limited to – Taste Sydney, Stellar Magazine, Hospitality Magazine, The AU Review, Eat Drink Play, Concrete Playground, Gourmantic, The Southern Courier, Central Magazine, news.com.au and Food Service Magazine to name a few. Zhu Canton also acquired a large amount of social media love through various bloggers and social media influencers posting on their personal channels.
Next Steps- The Society Group is looking forward to embarking on the second phase of the communications strategy in collaboration with Zhu Canton and The Randwick Club.