Pub and Restaurant PR team delivers stellar results for new Thai eatery in the heart of Edinburgh
When global brand Thai Express reached out to our team to help launch its’ new Scottish venue, our pub and restaurant PR team set to work delivering an integrated PR campaign worth shouting about.
Our campaign comprised three key elements, media relations, a launch event, and social media – ensuring the new ‘kitchen’ venue landed in Edinburgh with maximum impact.
1. Media Relations
As a new venue in the Edinburgh food scene, it was essential for the brand to make a splash in Edinburgh, National and Food and Drink media.
To generate hype ahead of the official launch, our expert team issued three separate media releases to create a steady stream of positive coverage for Thai Express Kitchen.
That cascade of stories started with an announcment of the plans for Thai Express Kitchen to open in Edinburgh’s showpiece new shopping venue. That was followed up with a sneak peak of the restaurant’s agenda-setting new double-decker seating – a first in Scotland which needed careful planning approval. And it was rounded off with an announcement of the long-awaited opening date.
We delivered the following excellent results:
- 47 items of coverage across print, online and social media
- 924,869 opportunities to see
- Coverage across national, regional, local, business and specialist media
- Highlights include Edinburgh Live, Edinburgh Evening News, Insider, Scottish Financial News, DRAM and The Edinburgh Reporter
Read the original media releases below:
2. Media Launch Event
Our team were instrumental in organising a high-profile soft launch – giving influencers and journalists a first look at the interiors as well as the chance to sample dishes and cook their own food straight from the Wok.
We sourced the best of Edinburgh’s food and drink journalists and foodie influencers, building on established contacts.
In total more than 40 guests attended the event, giving Thai Express Kitchen a stellar introduction to the Scottish media, influencer and food and drink scene.
Through reaching out to influencers and journalists personally beforehand to build report, we were able to generate influencer engagement with Thai Express ahead of the launch event – helping build further excitement and anticipation for the event.
By working closely with owners Uzma and Sachin the night went off without a hitch – generating fantastic results across multiple social platforms:
- 43 attending guests
- 68 items of coverage
- 492,811 opportunities to see
By engaging with local food influencers and journalists, our team helped establish a positive relationship with key contacts, introducing Thai Express Kitchen as the new go-to Thai food destination.
We also made sure a professional photographer was on hand to capture all the best moments from the night.
3. Social Media
Our digital team had fun getting creative with the Thai Express social media – drafting regular content counting down to the launch.
We made sure to optimise organic posts to ensure the maximum possible reach – targeting Express’s current following but also potential customers around the Edinburgh area.
Within a month, our team helped generate the following social media statistics:
- 14 posts; 155 stories
- 55,088 impressions
- 11,978 accounts reached
- 2,396 profile visits
- 261 accounts engaged
- 198 new followers
- 184 website clicks
In addition to organic grid posts, our digital specialist created a paid post to coincide with the launch – generating additional traffic just in time for Thai Express Kitchen opening its doors.
The paid post generated the following results in just three days.
- 9,192 people reached
- 229 profile visits
- 15,337 impressions
Through timing our paid post to coincide with the launch, we increased the account’s local reach, getting the brand in front of thousands of additional potential customers.
For more information about Thai Express Kitchen at St James Quarter, visit: https://thaiexpress.co.uk/ or follow us on Facebook and Instagram
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