12-Micron

The Task
Develop and manage a communications strategy around the opening of 12-Micron; an impressive 230-seater restaurant, bar and late-night dessert kitchen celebrating the best of Australia’s produce. We were tasked with creating buzz around the restaurant’s launch and generate quality media coverage.

The Tonic
Tonic engaged media and influencers with tailored pitch angles in the lead up to 12-Micron’s opening. Once doors were open, we managed ongoing media relations and coordinated visits with key food, drink and lifestyle media and influencers.

We hosted a dinner for 31 media including Smooth FM, 2GB, Today Show, Sunrise, Instyle Magazine, The Daily Telegraph and an exclusive announcement in Sydney Morning Herald. Guests experienced the menu and met executive chef Justin Wise.

The Proof
We achieved a total of 51 media stories between February and April. Highlights include SMH Good Food, The Daily Telegraph, 2GB, Instyle Magazine, Belle, Delicious, Broadsheet and Concrete Playground. We also secured 72 social media posts with a combined reach of 1,185,079.