Daughter in Law.
Revealing new restaurant for Jessi Singh's iconic 'unauthentic Australian Indian'
The Brief.
Identify PR objectives, opportunities and positioning of a new branch of Daughter in Law opening in Byron Bay, identify target audience from a media perspective (local and national), and review competitors in the area.
The Tactics.
The success of the press campaign was due to a combination of restaurant launch announcement and regular news stories, which fed the target media and generated hype around the brand, coupled with feature-led pieces that built the profile of celebrated chef Jessi Singh and took the brand to the target audience.
The Results.
Reactive and proactive pitching to food, drink, lifestyle, fashion, trade media across print, online and broadcast led to coverage in Broadsheet, Courier Mail, Time Out, Thrillist, Sydney Morning Herald Good Food, Wine Business, The Weekend Edition, Destination NSW, local accommodation website listings, and more.
