1. BRIEF: To launch Aqua London, the first overseas development by Hong
Kong-based Aqua Restaurant Group, to UK and international media,
opinion formers and VIPs. To further devise bespoke campaigns for the
three separate elements: Spanish-themed restaurant Aqua Nueva,
Japanese eatery Aqua Kyoto and bar Aqua Spirit.
STRATEGY: Throughout the summer prior to the October opening, the
agency hosted media site visits to generate extensive word-of-mouth
coverage and pre opening publicity.
Post launch, Jori White PR organised separate campaigns focussing on
the development’s innovative food and drink offering, its pedigree and its
unique design.
Further buzz was created by promoting Aqua London as the capital’s most
sought after events space. The venue has now hosted premiere parties for
major film releases, while other high profile events have included the
launches of albums for both Alicia Keys and Kylie Minogue and Esquire
magazine’s 75 Brilliant Young Brits celebration party.
RESULTS: Elle Deco, GQ and the Times were just some of the media who
featured the pre-launch, while post launch coverage appeared across the
board, from the New York Times and the BBC News to large feature
spreads in publications such as The Telegraph. Total advertising
equivalent for the campaign exceeded £3,000,000.