After spending $9 million on a complete design overhaul of Brisbane’s historic GPO site,çneeded the city to not only accept but fall in love with its incredible new dining and drink experience. But in a city overflowing with venue openings and the GPO containing not just one venue but three, how could we make sure it stood out?
Our answer was a ferocious six-month press strategy that kept the GPO in the headlines from before launch to long after. Every moment in the build was drip-fed to keep it top of mind, from render reveals to build teasers, menu unveilings, chef profiles and more. All customised for local street press, F&B, lifestyle, entertainment and news media.
A VIP launch also saw us help curate a notable media guestlist, create special edition invites including one on a vinyl record sleeve, host media on-site and work with key F&B editors in the aftermath to enhance new coverage opportunities.
The results speak for themselves: 220+ hits (including 29 broadcast), 64M reach, 100% positive sentiment, and a venue that’s already a Brisbane mainstay.