Knowing that Glowbal Restaurant Group’s goal was to reach influential millennials, notable professionals, and key media across the city to drive brand awareness, social buzz and foot traffic, we crafted a custom strategy that tapped both media and influencers for maximum impact.
We kicked things off by making a play for traditional media, the traditional way: distributing a press release and targeted media pitches that introduced Nosh as a brand-spanking new concept that would turn Glowbal Restaurant Group’s signature sit-down dining experience on its head.
Next, we coordinated and hosted a casual media launch event on a sunny Wednesday afternoon at Nosh. With tours of the back of house, a catered buffet-style reception and a welcome speech from proprietor Emad Yacoub, the event gave media and influencers from outlets including CTV Vancouver, Global BC, Western Living, MONTECRISTO, Vancity Buzz, Vitamin Daily, and Vancouver is Awesome a behind-the-scenes look at (and taste of) the company’s latest concept, a special take-home box of selected treats, and a quick sneak peek at the coming reopening of Glowbal Restaurant Group’s flagship restaurant at the TELUS Garden, adjacent to Nosh, later that summer.
We hand-delivered a surprise treat to 30 key influencers from Style Nine to Five, Vonbon Apparel, Style by Sarai, Vitruvi, I Wear the Headress and other hip brands throughout Vancouver, consisting of a dozen handcrafted artisanal petit-fours straight from the Nosh oven and an invitation to book a completely free, completely curated experience for themselves and a guest at Nosh.
Each recipient also received a branded postcard inviting recipients to post their treat on their social channels with #NoshGlowbal, then do the same while enjoying their Nosh experience. We worked with the client to capture all social mentions, ensuring engagement was at optimal levels while reposting high-value content on the brand’s native channels, resulting in 50+ influencer social posts.
The exposure for Nosh hit a perfect balance: it created brand awareness and recognition for the new concept, drove foot traffic (and cravings!), and most importantly, established Nosh as a brand separate from its sister restaurant, Glowbal, preventing us from blowing the lid off Glowbal’s eventual reopening too soon. More than 75 key media guests attended the launch event, and our collective efforts resulted in 323 social posts and 83.4M media and social impressions, not to mention editorial hits in Vancity Buzz, Western Living, and The Georgia Straight, among others.