Barrio Eatery & Bar.
From launch to seasonal press initiatives for relaxed dining concept.
The Brief.
Launch Barrio Eatery & Bar firmly in the media spotlight, fuelling a “must go to” effect within key circles. Make Barrio Eatery & Bar the talk of Byron town - with the summer opening on everyone’s lips. Introduce a new style of casual dining that draws in the relevant crowd.
Once the restaurant was established and settled, over the last 5 years we have worked on creative and relevant seasonal press initiatives to support Barrio Eatery & Bar’s business objectives, whilst ensuring the restaurant remained front of mind.
The Tactics.
Using the owners as the mouthpiece for the restaurant, we convinced the Australian press that Barrio Eatery & Bar was a serious addition to Byron Bay food scene; highlighting the owners’ background; raising their profiles and sparking intrigue; we got the community of local chefs and residents on side; and built loyalty and excitement around the launch.
Once the opening was established we announced a new monthly event by inviting local restauranteurs, chefs and sommeliers to create affordable dishes at fixed price points for the local community to enjoy.
Over two years, the last Tuesday of every month, saw a menu designed by a new culinary artist, allowing them to work with local producers and the freedom to create something different to what they're usually known for.
Planning regular photoshoots with food, staff and community, we also created and executed a weekly social media marketing plan.
The Results.
With the guest chef series we created a new kind of evening that engaged locals, chefs and winemakers, and became a discussion point. Every event was a sell out with queues around the block, waiting for tables. It brought the community together and encouraged regulars to try food from other local restaurants.
Working with local designers and photographers we created eye-catching artwork which caught the attention of local and national media and ensured the events were always talked about (including regular mentions in The Weekend Edition, The Echo, Delicious, SHM Good Food).
Insightful stories and eye-catching photos saw the Instagram following grow from 0 to 15.8k over 3 years.
Other media highlights included Conde Nast Traveller, Virgin Voyeur, Grand Design magazine, Gourmet Traveller, London Evening Standard, Country Style magazine, Australian Traveller, Mind Food, Luxury Escapes, and Viva supplement from NZ Herald.
