This document summarizes a publicity campaign for the relaunch of KOBA, a Korean street food restaurant in Melbourne. The campaign targeted mainstream, niche, youth, and student media to appeal to KOBA's customers - students and CBD workers. It secured coverage in over a dozen publications and events with a total reach of over 6 million people. This generated an estimated media value of $304,629, far exceeding industry averages. The campaign was successful in promoting the new look and menu of KOBA.
2. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
HEADING HERE
Our campaign was designed to create maximum exposure for the
relaunch of KOBA.
We targeted a mix of mainstream, niche and youth media.
Our goal was to catch the attention of KOBA’s 2 tier customer base;
students and CBD workers.
3. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
PR OBJECTIVES
Organise attendance for
media program launch
Coverage in Broadsheet Coverage in The Age Epicure Target youth media
and influencers
Target students
4. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
PR STRATEGY
- Secure coverage in a solid mix of mainstream, niche,
youth and student media
- Appeal equally to students and CBD workers
- Invite key media and influencers to launch
- Gather photos and content at launch that can be
distributed to media
- Line up strategic interviews for Rosa
5. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
HEADING HERE
D
IAM
O
N
D
D
O
ZEN
MEDIA ENQUIRIES TO:
press@diamondozen.com
+61 3 9236 0620
diamondozen.com
THERE’S A NEW K-STAR IN TOWN
A D V E N T U R O U S U P D A T E F O R K O R E A N S T R E E T F O O D I N M E L B O U R N E ’ S C B D
MEDIA RELEASE
JULY 8, 2014 (MELBOURNE)
Melbourne’s in the midst of a Korean
food boom and this week one of its
original K-players reopens with a new
menu and an adventurous new fit-out.
Located within Hardware Street’s
burgeoning food scene, KOBA reopens its
doors for trade on Wednesday,
July 9. After working with some
of Melbourne’s most respected local
designers KOBA boasts a reinvigorated
design thanks to the art direction
of Eddie Zammit and illustration
work of Eleven.
KOBA opened its doors in early
2013 under the eye of 24-year-old
entrepreneur Rosa Kim. Kim’s family
are no strangers to the food trade
with her parents operating one of
Melbourne’s early Korean restaurants
in Carnegie. In resurrecting the KOBA
namesake Kim decided KOBA mark
II would be an altogether different
experience.
After spending the last few months
working with consultant chef Ken Kim
(Grand Hyatt, Melbourne), KOBA adds
some of Korea’s most loved street
foods to the menu including Korean
Fried Chicken; Topokki (spicy rice cakes
with vegetables); Sweet Potato Fries
and Korean Sliders while retaining
favourites the Korrito (Korean Burrito)
filled with kimchi rice, cheese, slaw,
kimchi and vegetables; Korean Tacos;
Rice Bowls and Kimchi Fries.
“I wanted to offer
Melbourne authentic
Korean street food
just like it’s found on
the streets of Korea.
It should be affordable,
super tasty and I
wanted to present
it in my own way.”
- R O S A K I M, F O U N D E R
KOBA MEDIA RELEASE
7. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
PR ACTIVITY
Create and maintain project timeline
Organise and facilitate interviews
Invite people to launch and distribute social gallery
Liase with media to secure coverage
Assist in organising media tastings
Monitor and evaluate media coverage
PR ACTIVITY
8. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
COVERAGE TO DATE
Broadsheet Facebook http://broadsheetmedia.cmail2.com/t/r-e-mphjiy-pnvjlil-iy/ 300,000
Broadsheet Article http://www.broadsheet.com.au/melbourne/food-and-drink/article/new-look-k-star 300,000
Concrete Playground Article http://sydney.concreteplayground.com.au/restaurants/237099/koba.htm 242,000
Epicure Listing Print July 22 759,000
Everguide facebook https://www.facebook.com/media/set/?set=a.736894123037513.1073741940.142820629111535&type=1 200,000
Good Good Girl Recipe http://goodgoodgirl.com/recipe-exchange-chap-chae-korean-noodles-with-vegetables/ --
Good Food (The Age) Article http://www.goodfood.com.au/good-food/food-news/korean-meets-mexican-at-koba-20140711-3bria.html 2,000,000
Hijacked Article http://hijacked.com.au/from-lecture-hall-to-kitchen-making-it-in-the-hospitality-industry 40,000
Milkbar Mag Article http://www.milkbarmag.com/2014/08/05/koba/ 10,000
SYN FM Interview http://www.syn.org.au/interview-rosa-korean-restaurant-koba 80,000
That’s Melbourne Article http://www.thatsmelbourne.com.au/DiningandNightlife/takeaway/takeaway/Pages/7856.aspx 300,000
The AU Review Listing http://www.theaureview.com/lifestyle/news/food-lifestyle-weekly-thursday-10th-july-2014 117,000
The AU Review Review http://www.theaureview.com/lifestyle/eat/koba-korean-street-food-cbd-melbourne 117,000
The AU Review Mention https://twitter.com/theAUreview/status/491601166023680001 25,000
Herald Sun Weekend Interview Published September 1,400,000
OPPORTUNITIES TO SEE 6,092,586
Three Thousand Article Venue photographed, publish date TBC
PUBLICATION SUBJECT URL MONTHLY UB’s
9. EMERGING WRITERS’ FESTIVAL 2014 // EVENT PUBLICITY SUMMARY
MEDIA VALUE
OPPORTUNITIESTO SEE 6,092,586
$304,629
87:1 (industry average 3:1)
DIGITAL ADVALUE EQUIVALENT*
ROI
* Based on an average $50 CPM (Cost Per Thousand)
17. HEADING HERE
THANK YOU
Contact
Edwina Hanneysee
L5 (Rooftop) / 351 Elizabeth Street
Melbourne VIC 3000 Australia
+61 (0) 3 9236 0620
Proudly authentic PR and marketing since 2008.
Storytelling, strategy and influencer engagement.
www.diamondozen.com
