Local restaurant dishes out instant success with a simple idea

by Angelika Muzyka

Wednesday, August 14th, 2019

Swift action and a sprinkle of creativity helps to boost Otro’s bookings

Food and Drink PR success post for Otro's Edinburgh Fringe offer

AT Holyrood PR we never underestimate the power of a group brainstorm and creative ideas that go beyond just attracting media coverage.

When our client Otro asked us to help them come up with ideas to boost their bookings during a time of fiercest competition, we immediately got the whole team together to work some creative magic.

August is Edinburgh’s busiest time of the year, with artists and performers from all around the world flocking to the capital to experience the world’s largest arts festival – Edinburgh Festival Fringe.

Otro’s prime location in the West End is central but still a small distance away from the main hub of Fringe activities and out of the way for many Fringe goers which caused worry to the business.

Compiling a document full of ideas – some more elaborate and whacky than others – we wanted to make sure that Otro had an extensive list to choose from, depending on what suited their schedule the most.

From there, the success happened in an instant, with the team at Otro wasting no time in implementing their favourite ideas.

In a matter of hours, the restaurant sent out an eye-catching newsletter containing two incredibly enticing promotions to all of their loyal customers on the mailing list.

Their swift action resulted in a flood of requests and booking over 50 extra covers in just two days.

Food and Drink PR success post for Otro's Edinburgh Fringe offer

Mid-way through the process of formulating a brand-new cocktail menu, the restaurant offered an exclusive sneak-peak into one of the tipples, for free, to anyone who presents the email during their next visit at the restaurant.

Additionally, in an even cleverer manner, turning the tourist aspect of the Fringe on its head, Otro offered 10% off the total bill to everyone living in the EH postcode area.

Aiming to do something special for the local people of Edinburgh who may sometimes feel overwhelmed by how busy it gets, the business wanted to encourage individuals who are quite apprehensive about eating-out during the festival season to step out and enjoy delicious food.

To give the offer an extra boost and spread the news further we quickly compiled a hyper-local press release, securing coverage in Edinburgh’s key publications:

The story swiftly spread across social media channels and within local foodie Facebook groups, further boosting valuable engagement and awareness amongst Otro’s target audience, helping to drive even more bookings.

Sometimes simple really is best!

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Angie Muzyka is a member of the expert PR team at Edinburgh public relations agency, Holyrood PR in Scotland

Angelika Muzyka

Digital Account Executive Angie Muzyka is part of the multi-award-winning PR team at Holyrood PR, a leading Scottish PR agency

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