THE CHALLENGE

The challenge was to launch a new French-inspired restaurant – Ciel Rouge - into the cluttered Sydney market, which was already home to more than 700 restaurants, cafes and bars.

THE SOLUTION

ICON worked closely with the owners of Ciel Rouge to develop an intensive six-month media and marketing program aimed at keeping the new restaurant on the radar of the influencers of Sydney’s fickle and crowded restaurant scene.

Target stakeholders included media, restaurant critics, event managers and concierges of leading hotels.

The campaign incorporated a range of initiatives including a landmark launch event, as well as ongoing media relations targeting restaurant reviewers. A series of creative news angles were also developed around topics such as Valentine’s Day, and profiling of the head chef was also undertaken.

THE RESULTS

ICON’s campaign generated strong media coverage in restaurant sections of all Sydney’s metropolitan newspapers and weekly guides. In addition, specific marketing initiatives reached out to key influencers within the city’s restaurant and bar scene.