Madame Shanghai

The Task
Develop the PR strategy and manage the communications outreach for the launch of Madame Shanghai, Lotus Dining’s newest restaurant. Position Madame Shanghai as an elegant and playful Chinese restaurant and bar serving Shanghai street food and yum cha in Darlinghurst

The Tonic
Tonic began media engagement by targeting high priority journalists with tailored pitches including interviews, recipes, trends, and design in the lead up to launch.

For the media launch, we dabbled in some frivolity, bingo and of course, Chinese food. We hosted 50 key media and guests for cocktails and canapes, followed by a sit-down dinner hosted by drag queen Penny Tration. Between courses, rounds of bingo (blingo, as the Madame calls it) were executed and feather boas and tiaras emerged – cementing the bling in blingo. Media in attendance included Channel Seven, Channel Nine, Delicious, Qantas Magazine, 2GB radio and social influencer Li Chi Pan.

We ensured all media had one-on-one time with head chef, Chris Yan chef and cocktail artist, Kate McGraw.

Post-launch, we managed a media and influencer hosting program for those with solid social communities across food, lifestyle and celebrity to provide a steady flow of traditional and social media coverage.

The Proof
Between January – June 2017 we hosted 27 media on site and secured 45 targeted, quality media stories across print, broadcast and online.

The media coverage to date reached an audience of more than three million. This included stories in Qantas Magazine, Stellar Magazine, SMH – Good Food, Wentworth Courier as well as a radio appearance on 2GB segment Good Tucker and head chef Chris Yan talking all things yum cha on Channel 7 show Sydney Weekender. In addition to this we achieved 21 social media posts with a combined total reach of one million.