Challenge
Tsuki was looking to enter the Sheffield market with ‘impact’, developing a brand presence among target audiences, building on the ad-hoc media relations / interviews to date, to generate positive opinion, and drive footfall. MK Brief MK was asked to focus on media relations to support a wider marketing offer. The core objectives being: ➢ Increasing brand awareness and, in time, ‘loyalty’ among the target audience demographic; ➢ Positioning Tsuki as a unique, pioneering venue of choice for the people of Sheffield and its surrounding areas; ➢ Promoting the USPs of ‘bringing technology into hospitality’, alongside the authentic Japanese experience; ➢ Driving footfall to sustain sales and catalyst the all-important word-of-mouth endorsement; ➢ Supporting the ongoing marketing across the communication programme for the brand. Key audiences From the Mosaic profiling index, the following groups were identified: ➢ Thriving Independence: well-qualified older individuals with incomes from successful professional careers in good quality housing; ➢ Liberal Opinions: young, well-educated enjoying the vibrancy and diversity of city life; ➢ Contemporary Starts: fashion-conscious young singles and partners setting up home in developments attractive to their peers.
Solution
Approach To help generate intrigue, excitement and word-of-mouth around the opening period, MK developed a media briefing kit to support the standard press announcements; MK courted traditional, online and the blogger communities inviting them to a series of VIP ‘behind the scene’ events to see the venue, meet the team and witness the chefs in action; Ongoing reviews supported a sustained profile and ongoing press office function Key messages, photography and film supported the social media roll out; Engaging and building partnerships with local brands were established to support co marketing opportunities; Key events and exhibitions were identified and attended; Award entries. Key performance indicators: ➢ Media mentions; audience; readership; ➢ Media mentions to contain key messages; ➢ Social media increases in engagement and following; ➢ Footfall – initial and sustained.
Results
6 pieces of coverage secured including from publications such as: The Star, RMC Media, Sheffield Telegraph, Exposed Magazine, unLTD Business and Insider Media
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