Develop the PR strategy and manage the communications outreach for the launch of Olio Kensington Street, positioning the Sicilian restaurant as ‘the new Italian’ in Sydney.
Tonic began media engagement early by targeting high priority journalists with tailored pitches such as recipes, interviews, masterclasses, trends, and design in the lead up to launch. In true Sicilian style, for the media launch we hosted cocktails and canapes on the terrazza followed by an intimate dinner for 50 media and influencers including The Daily Telegraph, Qantas Magazine, Delicious, Forbes, 2GB radio and more. We ensured all media had one on one time with the chef (which included the theatrical de-boning of a salt baked snapper), experienced the full menu and vibe of Olio. This immediately prompted reviews, interviews and features.
For one month 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.
We hosted around 50 media on site and secured 84 targeted, quality media stories across print, broadcast and online. The media coverage that has ran to date reached an audience of approximately 8,846,039. This included stories in Qantas Magazine, Delicious Magazine, SMH Good Food, Sunday Telegraph and Broadsheet. In addition to this we hosted 21 influencers on site, which resulted in 86 posts on social media.