Launch Event of Bella Italia

Brighton Marina 2016

Tools: Data capturing

Emailers Facebook

Google Listings Media partnerships

Public Relations Tripadvisor

Twitter Wordpress

Voucher Creation

Summary of Action

The Perception:

Bella Italia has had a presence in Brighton for 25years, boasting one of the first Bellas. The same year, we had opened another high street restaurant in the new look and style of Bellas. The final Bella to be launched in Brighton, would be in Brighton Marina, a brand new artificial marina featured residential, retail and commercial activities located 5 kilometre outside the city.

The Purpose:

With the launch of Bella Italia Brighton Marina, we hoped to fully utilise the opportunity to announce our presence and create awareness of the new Bella; specifically the “new” style food offering and refreshed restaurant look while simultaneously showcasing our long standing history in Brighton , our blanketed presence in the city and support for regional business and local community. To do so, we would use the large regional customer database from the existing Bellas, local partners established over the year and online media; (the first time we would extensively use online media reach, due to growth in the marketing team allowing this to succeed).

The Plan:

A VIP launch event collaborating with local business, Brighton Bike Tours to escort all press, bloggers and a local competition winner to all 3 Bella Italia restaurants on bicycles, showcasing the city and the timeline of Bella. Press, bloggers and competition winners would enjoy a treat at each site, while hearing the stories and exploring the sights of historical Brighton, culminating in a feast of new menu dishes at the just opened harbour side Bella Italia Brighton Marina. Competition serves to engage the public and capture new data and audiences.

We were blessed to have great service, willing managers and high customer service ratings at both existing Bellas to support our activity.

The Partners:

Media and local businesses: Brighton Bike Tours, Roach Photography, Brighton Marina Co, Yelp! Brighton, Viva Brighton Magazine, Foodiesshe Blogger, BN1 Magazine, Visit Brighton Tourism and What’s On Brighton.

Event Invitation to Press

• Search for well known relating local media and influencers

• Contact , follow up and RSVPs with press

• Invitation conceptualised and briefed into design agency

Event Invitation to Press

Event Invitation to Press

• Conceptualising of competition; prize and T&Cs

• Copywriting of webpage and SM posts

• Creation of custom URL to be shared with partners

• Submission of digital content to content creator within deadline to launch

• Submission of digital content to all media partners for added exposure (additional audience for data capture)

• Brief and concept of Competition Form creation for data capture

• Allocation of budget and audience creation to boost posts

Competition Page and Social Media Post

(Customer engagement)

Event Invitation to Press

• All competition entries added to Brighton Marina emailer database

• Everyone is a winner: Upon form submission, entries would received a Single use voucher code to dine at the new Bella enjoying Free Starter or Dessert with any main purchased.

** This voucher also sent out to entire 30k database of Visit Brighton with their exclusive #FridayTreats emailer as a separate activity to encourage trial.

Entry user journey through competition

Event Invitation to Press

• Designed and sent out timeously

• Harmonised with event brief to all collaborators such as restaurant general managers

• All event logistics and agenda

• Menu creation of food showcased

• Social Media Tweet Sheet

• Special dietary requirements

Detailed Event Information

Event Invitation to Press

• Adaption of national campaign and related emailer to spotlight the Brighton Launch Competition to custom selected regional database.

• Share feature on competition base to boost reach. Especially to user not on current database.

Emailers to regional database

Event Invitation to Press

Sometimes life comes to rain on your parade!

• Immediate action onto social media to secure a new winner when initial winner pulled out

• Transparency in relation to competition laws re: announcing winners

• Prepared back up plan for events beyond our control such as rain or non-attendance

• Calm demeanour when hosting guests during times of event concern

Crisis Management

Event Invitation to Press

• Creation of Press Kit, given out at the event

• Press Kit featuring authentic branded Bella products to use at home, digital press release and images of restaurant

• Follow up with Online Press kit shared on Google Drive and We Transfer featuring previous and event photography from the day.

• Follow up with all attendees for dates of exposure, requests for reviews and ratings across social platforms.

Press Exposure

Online tasks for New Store Openings

Tools: Emailers Facebook

Google Listings Media partnerships

Public Relations Tripadvisor

Twitter Wordpress

• Creation of all local listings for the new Bella Italia including - - Bella’s own website, Google Places including Google Tour, Yelp, Facebook, Tripadvisor and regional directories, ensuring latest logo, brand style, tone of voice and latest photo imagery (released by Head of Brand) is used.

Online web listings

• Regional customisation of emailer to announce new store opening.

• Brief to content creator within workable time period.

Customised national emailer

• Sneak Peeks of new site

• Timeously posts on opening day

• Geographically targeting posts to reach the correct audience through paid advertising

Geographically targeted Social Media Posts