The Challenge
To announce the arrival of the new Ovello venue in Brisbane, a pre-launch media campaign was initiated. The goal was to captivate local lifestyle and foodie magazines to drive bookings for the venue launch and beyond.
The Approach
A media strategy was devised to achieve desired outcomes. First, target audiences were distilled by tailoring specific story angles that would speak directly to each. Crafted during strategy sessions, two distinct and enticing media angles were selected: “Australia’s Most Expensive Spritz” and “Australia’s Largest Spritz Menu”. These angles were designed to pique media interest and integrate into a larger marketing framework, encompassing influencer engagement and a strong social media outreach plan.
The Impact
- With a focus on tailoring stories that aligned with campaign objectives, the venue appeared prominently in print within the pages of The Courier-Mail, garnered online mentions with Urban List, The Weekend Edition and Secret Brisbane, and was frequently featured across social media. The captivating image of “The Duchess”, Australia’s most expensive spritz, became a fixture of fascination across media publications.
- The Courier-Mail alone discussed the spritz on four separate occasions across various platforms. This accomplishment underscored the potency of the carefully chosen and crafted USP in breaking through the challenges posed to the hotel restaurant.
- Cumulatively, the campaign garnered 4.4M in reach, effectively raising awareness across local and national markets during the launch phase.
As seen in
About Ovello Bar & Kitchen
Ovello Bar & Kitchen is a casual Italian eatery that took over Grey Street in February 2023, offering atmosphere, a mouth-watering Amalfi menu, and drinks worth whipping the camera out for and home to Australia’s most expensive spritz – The Duchess, coming in at a price point of $299. Ovello also hosts Australia’s largest spritz menu, with over 14 different selections of the classic cocktail and even 4 special mini-me mocktail spritz for kids – something to suit everyone. The bright and bubbly Ovello Bar & Kitchen below Mantra South Bank also offers a moreish coastal Italian menu designed for diners seeking a chic, casual experience without sacrificing quality, fit for the family, for date night and every occasion in between.
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