To promote and increase local media awareness of the FY17 Sizzling Pub & Grill remodels through traditional media relations.
With 24 Sizzling Pub & Grill sites undergoing remodels in FY17 we agreed to support each pub with a post opening press release and site photography followed with a media/influencer food review 1 – 3 months post-reopening.
For the press release we engaged with the pubs GM and RBM, requesting they find a ‘local hero’ who would be the pubs guest of honour at the new look pub’s unveiling. This was to be someone who was well regarded and known for giving back to the local community. We then used this as the local news hook to announce and celebrate the pubs reopening.
Following the initial press release, we targeted local media and influencers to review the new look pub to showcase the brands offering to a potential new audience.
With a KPI of two pieces of coverage per opening, across the 24 sites we achieved a combined total of 88 pieces of coverage for the FY17 reopenings. The combined coverage reached an audience of over 2.5 million consumers.