Property PR experts secure five-star reviews for Michelin Chef partnership
IMAGINE our team’s excitement when we heard that one of our biggest clients, CALA Homes, was set to partner with one of the biggest names in Scottish food: Tom Kitchin.
We jumped at the chance to bring the all-star collaboration of Michelin-star chef, Tom Kitchin, and award-winning developer, CALA Homes (East), together.
To celebrate the reopening of Edinburgh’s hospitality industry and highlight the best of Scottish produce, we teamed up with Tom Kitchin for a live cook along at CALA’s Boroughmuir development in Bruntsfield.
Showcasing the show home kitchen with Chef Kitchin himself, we set out to create a buzz before, during and after the event through an integrated PR and digital campaign which saw us secure a tasting helping of positive media coverage.
Highlights included:
- A total 1,970,045 opportunities to see
- Features in The Scotsman, Scottish Construction Now, Edinburgh Evening News and Edinburgh Live
- Social shares from the Edinburgh Evening News and Edinburgh Live reaching 537,933 users
- Trade features in Scotland Food and Drink, Scottish Construction Now and What House
- Secured 30 distinct items of coverage across specialist, regional and national outlets
Working with the team at CALA, our Property PR experts planned, coordinated, and executed the live cook along, with an exclusive Q&A featuring Masterchef guest judge, Tom Kitchin.
To start, we needed announce the partnership and ensure people knew where and when to log in to watch Chef Kitchin at Boroughmuir (and what to cook) – with a press release and some strong photography to match.
We drafted a media release centred around the reopening of Edinburgh’s hospitality industry, announcing that the Masterchef judge regular would be hosting a cook along at Boroughmuir to showcase how home cooks could replicate the magic of his restaurant dishes with local produce.
We coordinated with a photographer to take some press-worthy shots of Chef Kitchin at CALA’s Waterfront Plaza development in Leith – right next to his famous Kitchin restaurant on The Shore.
Once we had our images and press release, the next stage was the careful rollout. Naturally we targeted all our key property contacts, but we also issued our release and images wider to our network of food and drinks contacts, as well as local and regional Edinburgh publications.
Through a wide spread of media coverage across an array of sectors, we were able to make sure that foodies interested in the cook along had the details and knew when to join and what to cook, and made sure any potential buyers around Edinburgh knew where they could tune in to see a CALA kitchen get a live grilling from one of Scotland’s best chefs.
Traditional media relations were just one key element of this project – the second being a carefully coordinated three social media competitions with Edinburgh’s top food and drinks influencers, and the third being a series of videos and clips for social.
Not content with just a press release, some incredible digital PR and several amazing videos, we wanted to wrap up the project in style.
To wrap everything up, we issued a follow up release shortly after the cook along to showcase the success of the event, noting Tom’s glowing comments about CALA’s high spec kitchen and, most importantly, taking advantage of the momentum we created to keep CALA Homes (East) in the spotlight.
You can read the announcement press release here, and the follow up here.
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