Jiangnan Spring is a new Cantonese restaurant opening in Dubai featuring private dining rooms, a music hall, and karaoke rooms. Means Design will handle PR for the launch, including drafting a press release, securing media interviews and reviews, and inviting influencers to a chef's table event. A media kit and assets will be created including photos of the interior, food, chef, and menu. PR plans include special promotions like dim sum and drinks deals, Cantopop music nights, a Mooncake festival event, and a yum cha brunch. The goal is to create buzz and position Jiangnan Spring as the top Cantonese restaurant in Dubai.

1. CLIENT
PROJECT
TASK
DATE
Jiangnan Spring
Social Strategy
Social Strategy
13 July

2. Getting Started

3. 1. Social Media handles for Instagram and Facebook
Current Instagram account handle: @jnsdubai
New Instagram handle: JiangnanSpringDubai
Why this is recommended? The restaurant name is kept in complete and not
abbreviated for brand recognition, SEO, PR and effective search results.
Jiangnan Spring Group: Getting started

4. 2. Information required to start the Instagram account:
• Email or Phone Number
• URL of the website
• The website where the Call to Action button redirects to
3. Recommended Instagram bio:
A Cantonese experience with a modern twist!
Jiangnan Spring Group: Getting started

5. 4. Short Description for Facebook:
A variety of Cantonese flavours and curated celebrations come alive at Jiangnan Spring, a
matchless dining venue featuring regal interiors and private dining rooms. Choose from
14 dining rooms, each of small, medium and large sizes as you entertain friends, family
and colleagues with larger than life events.
Jiangnan Spring Group: Getting started

6. 5. Long Description for Facebook:
Welcome to Jiangnan Spring, a Cantonese experience with a modern twist where celebrations come alive.
Jiangnan Spring is located in Dragon Mart 2, Dubai and features Cantonese cuisine with a curated menu of beverages
and vintage pairings under the guidance of our sommeliers. The dining destination has a total of 14 private dining
rooms, including 3 large private dining rooms, 6 medium sized private dining rooms and 5 small private dining rooms
that is ideal for guests to experience a leisurely journey through a variety of flavours.
Each large private dining room has its own lounge seating area and washroom and can seat up to 20 to 25 people.
Each of the six medium private dining rooms can comfortably seat 10 to 12 people and has its own washroom
amenities, while the small private room can seat up to 8 people. All of the private dining rooms have an in-built sound
insulation, making it ideal for private events, business banquets, corporate dinners and more. Key features of the
rooms include a unique music bar with an area of 245 sq. meters and an advanced sound and LED system.
Jiangnan Spring Group

7. 5. Long Description for Facebook (Continued):
Jiangnan Spring is also home to a multi-functional ballroom of an impressive 476 sq. meters, which can be divided
into one, two or four ballrooms according to the event’s requirements. Able to host a capacity of 350 guests
comfortably, the ballroom has a state-of-the art audio and video system, which makes it ideal for celebrations and
corporate events including team building exercises, birthday banquets, annual meetings etc.
Last but not the least is the unique musical tunes selection available at Jiangnan Spring, where a total of 2 large state-
of-the-art KTV rooms with private bars use an L-Acoustics sound system (110 square meters, 87 square meters), 9
medium KTV rooms (80 square meters) and 9 small KTV rooms (25 square meters) ideal for entertaining guests after
they wine and dine in our private rooms.
Jiangnan Spring Group

8. Target Audience

9. Target Audience
There are 0.2 Million Chinese residents in the UAE.
Jiangnan Spring will be aimed to be a playground for these residents who would
like to host corporate or social luncheon, brunch, cocktail receptions, or dinner.
This includes Expats, Emiratis and communities close to Dragon Mart

10. Tone of Voice

11. Brand personality:
• Exciting: Carefree, Spirited, and Fun
• Informational
• Dramatic
• Curious
• Cultural
Tone of Voice
The Tone of Voice will reflect the brand personality that it is trying to
establish with its online and offline presence. The focus will be to
reflect the vibrancy and the highly energetic environment of this
‘Asian playground’ through social media

12. PR

13. PR Overview
Means Design will work to raise awareness about Jiangnan
Spring, the soon-to-be opened Cantonese restaurant in Dubai.
Means Design will drive positive media exposure and
engagement opportunities to position Jiangnan Spring as a must
try dining experience in the UAE.
To market Jiangnan Spring as the ultimate playground for
authentic Cantonese flavours and celebrations of all sizes in the
UAE.
Means Design to profile the owner and executive chef by
generating interview opportunities for them with the lifestyle
and F&B media.
Invite food and lifestyle influencers to experience the food and
beverage outlets in exchange for social media exposure on their
platforms.

14. Pre-Launch Phase
PR Plan

15. Pre-Launch Phase
Objective:
To create a buzz around the opening of Jiangnan Spring, an
exciting new licensed Las Vegas-style Chinese restaurant opening
in Dubai offering guests authentic Cantonese cuisine, private
dining rooms (for corporate and private events), karaoke rooms
and more whenever they dine in.
Positioning:
To position Jiangnan Spring as the Cantonese restaurant in Dubai
to be seen at.
Target Audiences:
Chinese expat communities
European, Asian & Arab Expats
Emirati Nationals
Communities close to Dragon Mart

16. PR:
To draft a ‘first look press release’ which will highlight key highlights and
focus USPs of Jiangnan Spring and its offerings.
Agency will also create a media kit
Photography & Assets:
Images of renderings and few dishes will be shared with agency to support
the press release
Menu (food and alcohol) to be shared as well
Timeline:
Opening press release will be finalized by 27th July (soft opening)
Target Media:
Time Out Dubai, What’s On, CondeNast Traveller ME, Hotel & Catering
News ME, Caterer Middle East, Design Middle East, ID-esign etc.
Pre-Launch Phase

17. To create a buzz with the media, we suggest doing a special
guerilla marketing activation to create a buzz with top F&B and
lifestyle media.
We can create a customizable invite that will tease the media on
what Jiangnan Spring will be offering and create some
excitement around what we can expect.
For example, it could be an invite like the Met Gala 2015 invite
or a customized silk scarf / jade chopstick set for the editors to
collect.
Pre-Launch Media Activation
An example of a customized PR invite
– wooden chopsticks

18. Met Gala 2015 invitation – the wooden box will be
customized using the blue pattern from the restaurant’s
unifrom
Suggested Invite Ideas

19. The PR gift box can have
either a puzzle assembling the
invitation similar to this idea
from Bella x 3Fils’s
collaboration
Suggested Invites –
Media Gifts/Favours
The PR gift box can consist of
a silk scarf – which can be
used as a favour for both men
and women using the print
pattern in the restaurant’s
uniform.

20. Chef’s Table Event
Keeping in mind that we want to reach the right audience, we
will be reaching out to a select group of tier one media and food
critics (F&B and lifestyle) for our ‘Chef’s Table Event’.
The Chef’s Table Event will be used as a media preview to
introduce Jiangnan Spring to the right media and audience. This
will be an excellent way to showcase the restaurant’s amenities
– notably the private dining rooms, authentic cuisine and
wines/sommelier expertise.
Suggested profiles - Condenast Traveller Middle East, BBC
Good Food ME, Caterer Middle East, Time Out Dubai, What’s
On Dubai, FACT Magazine, Emirates Woman, L’Officiel
Arabia, Gulf News, A to Zaatar, Foodiva etc.

21. Launch Phase
PR Plan

22. Moodboard

23. Launch Phase
Opening Press Release:
Means Design to draft an opening press release announcing the opening of
Jiangnan Spring. The press release will include images of the interiors, food,
drinks and offerings – music hall, private dining rooms etc.
Interview Opportunities:
Means Design to negotiate exclusive feature opportunities with key lifestyle and
industry publications including BBC Good Food ME, Caterer ME, Hotel &
Catering News, ProChefME, FACT & What’s On to showcase a ‘first look’ of
Jiangnan’s new concept and menu
Media Reviews:
To create brand awareness of the opening, Means Design will be inviting top UAE
media and influencers to experience Jiangnan Spring.
AN: target media list to be shared prior to the event for client approval*

24. Launch Phase Activities
Media Kit Creation:
Means Design to create a media kit for Jiangnan Spring which will
include the bio of the Chef, brief on the restaurant, menu and images
(high-res imagery of interiors, food and chef)
Media Features & Listings:
Means Design to ensure Jiangnan Spring is included across relevant
features and listings.
E.g., Best restaurants to try this week' or Best family-friendly
restaurants in Dubai, things to do this week, new dining deals in town
etc.

25. Assets Required:
Press release information:
Concept/theme of restaurant, menu (which hero dishes to push),
USPs - alcohol deals, timings, information about the Chef,
owner and information about the restaurant’s services, phone
number, music hall experience, price of karaoke services, wines
(selection of wines) etc.
Bio of the executive chef and owner
Content & Media Assets:
Photography and videography of the restaurant interiors,
exteriors, food (hero dishes
High-res imagery of the chef & owner (headshot)

26. PR Plan Ideas
Dimsum & Drinks – a deal that focuses on pairing
bottomless drinks with a set dim sum menu. Takes
place on a weeknight (suggested - Tuesday or
Wednesday).
Cantopop Nights – paying homage to the golden
years of Cantonese music, Cantopop Nights will be
featuring deals on Chinese wines, baijiu, house
beverages, a special menu of signatures dishes
while you enjoy the songs of yesteryear superstars
like Leslie Cheung and Anita Mui.
Mooncake Festival: to celebrate the Mooncake
festival (September 21), we recommend creating a
special promotion to drive in footfall of our target
audiences
Yumcha Brunch – the Yumcha brunch will be a
Friday only brunch that pairs traditional yumcha
with drinks. This can be positioned as a family-
friendly thing to try in Dubai.