Launching a new multi-kitchen venue as the place to eat by day and party by night
- Client: Exhibition
- Launch, Media Relations, Press Preview
- Date: 04/07/2023
Exhibition, the new home of eclectic independent food, innovative drinks and boundary-pushing entertainment, wanted to build brand awareness in the run-up to its huge launch, throwing an unforgettable launch to cement its place in the city centre.
The venue was keen to be positioned as a multi-kitchen venue, to reflect its luxury dining experience and premium food offering and differentiate it from the roster of food halls in Manchester.
Objectives
Devise a PR strategy that drives brand awareness, ready for Exhibition’s launch in Manchester
Engage all key media to visit the venue in first two weeks of launch
Maintain momentum post-launch and build hype via influencer engagement
Support the team as they throw a big bang launch, cementing Exhibition’s rep as a place to party in the city centre
What we did.
Pre-launch, it was vital that we established Exhibition’s brand messaging and positioning to ensure that consumers fully understood the offering. We began with a press announcement centred around the kitchens set to join the space, providing the opportunity to demonstrate the multi-kitchen aspect in action.
To maintain momentum and generate a buzz, we followed up with an announcement around the official launch date and new information on what entertainment people could expect from the venue. We strategically targeted both regional consumer media and trade media, using the well-known names from the kitchens to secure the coveted hospitality media, taking a familiar concept to cement Exhibition as a leader in its field.
Next, we invited key members of the press for an exclusive preview of the venue and food offering, plus time spent with key individuals from behind the venue and kitchens. Off the back of this, we saw a huge amount of social coverage, helping to build hype around the launch and driving new audiences to Exhibition’s social channels, website and mailing list, ready for opening.
To truly cement Exhibiton’s reputation, we needed to throw a killer launch party that would be remembered long after the night was over. We provided event consultation, supporting the team with planning and the event format, plus ensured all key media, influencers and those in the know were all in attendance. The end result saw 400+ guests on the night, with queues outside of the venue during launch week.
“Scoop weren’t the first PR company we used opening multiple sites in consecutive years, however they will be the last. Ace from start to finish, local and national coverage seemed easy. Very flexible and attentive, I would thoroughly recommend.” – Owner of Exhibition.
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