Bar Heather.
Announcing the arrival of a new Parisian-inspired natural wine bar.
The Brief.
Announce that Bar Heather is the new Parisian-inspired, natural wine focused Restaurant and Bar in Byron Bay with a snack-heavy, wine-friendly menu that chef Ollie Wong-Hee (previously Ester, Sixpenny and Franklin) has drawn inspiration from his past restaurant experience.
Use owners James Audas and Tom Sheer, sommeliers-turned-wine importers (ex Noma, Oscillate Wildly and LP’s Quality Meats), who currently under Lo-Fi Wines spearhead the recent influx of natural wines imported to Australia as the mouthpiece for the brand, highlight their roots, raise their profiles and spark intrigue, get the community of food and wine lovers on side, while building loyalty and excitement.
The Tactics.
Arranging sneak peak pop-up dinners with chef Ollie Wong-Hee in the lead up the launch, allowed the Byron Bay community a glimpse into whats to come, got the community talking, and ensured that Bar Heather opening was front of mind with all media.
Once the restaurant opened in November 2022, I arranged a photoshoot, and shared a fact sheet detailing the menu, extensive wine list, and interior design details with key local, national, and international media (online and print). Main targets were in the food, drink, travel, lifestyle, business sectors, and restaurant reviewers.
The Results.
I started the campaign 3 months prelaunch which enabled me to build hype around the opening, while also securing coverage in the glossy magazines that work with a longer lead time.
Media highlights include Qantas Traveller Magazine, SMH Good Food, Australian Financial Review, Gourmet Traveller, Delicious Magazine, Broadsheet, Concrete Playground, Urban List, Weekend Edition, Deep in the Weeds podcast, Destination NSW, Australian Traveller, and many more.
