Case Study:

Sinaloa Launch Campaign

Sinaloa is a new Cantina style restaurant that showcases authentic Mexican cuisine with an Australian influence. Opening in the harbourside suburb, Double Bay, Sinaloa is showcasing a unique side of Mexico to Sydney-siders.

The venue is split into a bar with a relaxing vibe and great cocktails, and the front part of the venue which will be the restaurant serving Mexican cuisine. Guests will be transported to a stylish Hacienda as they enter the rounded archways, pink stucco walls and ceramic tiled accents.

 The Brief

Tropicool was briefed by Sinaloa to create a marketing strategy to target publicity, influencer marketing and activation strategy in anticipation of the opening of Sinaloa Double Bay.

Tropicool assisted with building awareness for the opening through placement and profiling across all media targets with a focus on lifestyle, hospitality and food and beverage. Developed a targeted pitch list to ensure Sinaloa is represented in relevant magazines, online sites and key titles for any relevant stories. Tropicool created an original media release of the opening night highlighting Sinaloa as an iconic foodie destination venue while selecting editors and journalists of the target publications.

Tropicool will create a concept for the grand opening and source relevant liquor sponsors or brand partnerships for the event. Create the concept behind the event theme, design a tailored menu for the opening including a curated cocktail list to compliment, source and implement decorative venue styling and source entertainment (live DJs).

Objectives

Sinaloa Launch

➜ Increase brand awareness
➜ Create an ongoing publicity campaign and strategy with the key objective of creating an engaging and relevant identity for the restaurant in the press, and building the profile of the restaurant as a standalone offering
➜ Create an influencer marketing strategy targeting a mix of foodies and local based lifestyle
➜ Design brand partnerships and activations
➜ Implement creative PR and marketing strategies to increase the frequency of group bookings (e.g client lunches and birthday celebrations, specials)

Campaign Results

➜ Total of 6 press coverage released
➜ Press coverage from Daily Addict, Eat Drink Play, Syd Social 101 and Double Bay Today
➜ Total combined readership: 720 K
➜ Total of 18 Instagram posts and 28 stories
➜ Ad value of $4.3 Million