Given the high volume of inquiries we were fielding from media and consumers alike about Glowbal and when it was reopening, we knew there was a strong appetite for information. With that, we sprung to action and created a strategy with cadence top of mind, keeping a lid on the key details until opening to generate maximum buzz and traction with longevity.
We distributed a press release announcing the reopening, targeting local media, national foodies and international travel writers. From there, targeted media pitches and tasting opportunities were sent to a wide cross-section of contacts, resulting in coverage from The Best & The Foodiest on CKNW 980AM, The Best of Food & Wine on CISL 650AM, The Westender, and Eating in Vancouver. A member from our team personally attended each tasting, as did Glowbal’s executive chef. We also worked hand-in-hand with Tourism Vancouver to bring international travel and food media to the restaurant, hosting notables from across Canada, the United States, Mexico and Brazil.
Glowbal had developed a reputation for throwing a major blowout bash to celebrate the launch of a new restaurant. We consulted on the grand opening party, focusing on the media & VIP preview, and invited more than 1,000 of our closest media contacts, key influencers, and prominent individuals to attend, including influencers from Citytv Vancouver, Entertainment Tonight Canada, The Vancouver Sun, The Province, Metro, Vancouver Magazine, BC Business, Business in Vancouver, FASHION, Vancity Buzz, Vitamin Daily, Vancouver Foodster, and countless other outlets and blogs.
The #SuperGlowbal event hashtag was front-and-centre in all communications before and during the event to drive maximum social traction, and guests flocked to Instagram, Facebook, and Twitter to share their experience at the summer event of the year, resulting in nearly 400 social posts in just a few hours.
After the grand opening buzz began to ease, we hosted an intimate experience for a dozen of Vancouver’s top food and lifestyle bloggers from The Food Gays, Vancity Buzz, Vancouverscape, and Good Life Vancouver (among others) in one of Glowbal’s glam private rooms, showcasing a range of signature menu items with cocktail and wine pairings. The executive chef presented each course, providing critical face-time between him and our influential guests, while a member of our team circulated to answer questions and entertain.
The overwhelming reception to Glowbal’s reopening was unprecedented. More than 2,500 of Vancouver’s finest attended the grand opening, which saw nearly 400 social posts and 70M total media and social impressions. Over the span of three months, our media outreach earned 60+ editorial hits in print, online and broadcast media, including The Vancouver Sun, BC Business, and Vancity Buzz, valued at more than $200K.