Challenge & Solution
With only four weeks to plan and execute a strategic launch programme for Six by Nico Deansgate, (the brand’s second Manchester restaurant), we were challenged to create hype and buzz which matched with the energy of a brand’s first opening…
To drive talkability and bookings, our launch strategy kicked off with a managed media partnership with eatmcr, utilising Six by Nico’s existing restaurant (and kitchen) to provide followers with a “sneak peek” at hero dishes from the new ‘Cooking Toyoko’ menu
We appointed “SBN24 Ambassadors”, six of our most trusted Manchester-based lifestyle influencers, who created free-of-charge, organic content, gifting competition experiences to followers – with messaging communicating ‘bookings now open’
On launch week, we arranged “first looks” with eatmcr, The Manc and Manchester Evening News, each creating snackable & sharable social content showcasing the restaurant’s interiors and menu
Brazen also arranged six jam-packed preview events (across two days) curating a list of top tier press and influencers, key city movers & shakers, inviting each to try out the Six by Nico experience, to enjoy the brand’s staple six-course tasting menu and wine pairing
To maintain a presence post-launch, we utilised our existing relationships with creators, hosting a range of press & influencer visits, as well as hosting our very own Mad Hatter’s Tea Party with Tik Tok talent to celebrate the reveal of the restaurant’s second menu, Mad Hatter’s Tea Party.
Results & ROI
- Secured over 150 hits across regional and trade press, influencers & social media, with key coverage including Manchester Evening News, The Caterer, Secret Manchester, The Manc, Manchester Confidentials & eatmcr
- Our preview events welcomed 350+ guests from our little black book, producing 100+ pieces of social media coverage across IG and TikTok in less than 48 hours
- Influencer & press visits, plus tasty menu announcements kept coverage rolling post-launch, with plenty of raving social reviews from our guests and regional write-ups in the new year