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   Launch of The Sugar Club, a Peter Gordon-SKYCITY restaurant
   Consumer/SKYCITY/Asia Pacific/Pead PR

Challenge

Peter Gordon is a world-renowned ex-pat New Zealand chef and restaurant owner. SKYCITY is an entertainment and hospitality destination operating in five Australasian cities including Auckland in New Zealand. Gordon had previously operated a restaurant within the company’s 328 metre-high (1,076 feet) SKY TOWER in Auckland. SKYCITY engaged Pead PR to prepare and execute a publicity and media engagement campaign to support the launch of the The Sugar Club on Level 53 of the SKY TOWER. The original The Sugar Club opened in Wellington, the capital city of New Zealand, in 1986 and was Gordon’s first role as Head Chef - and two London iterations followed. The opening of the new restaurant was one of the most anticipated hospitality industry events of the year and took SKYCITY one step closer to cementing its position as operator of Auckland’s successful cosmopolitan “Federal Street Dining Precinct”.

Response

Pead PR positioned The Sugar Club as the hottest new restaurant in Auckland operated by renowned ex-pat chef Peter Gordon. The campaign involved three phases: • Intensive pre-pitching (under a limited time frame) to drive interest, build word-of-mouth and increase anticipation • Celebrate the restaurant opening with two events: • An exclusive tasting event for key food media hosted by Peter Gordon • A VIP opening party for other media, VIPs, family and friends and SKYCITY guests • Post-launch media pitching, long lead activity, photo distribution and follow up.

Results

Outstanding pre-opening results were achieved across daily newspaper, national television and radio. The launch party achieved 154 VIP and friends guests, live music and a live cross to the 7.00pm national prime time television programme. Resulting social media and paparazzi coverage was extensive. Post-event coverage was achieved in daily and national weekly print and online, in hospitality trade media, a number of radio interviews with Peter Gordon, online coverage, live TV cooking demonstrations of Peter Gordonís celebrated fusion cooking techniques. Social media coverage included Facebook, Twitter, Instagram. The result represented an initial return on investment for SKYCITY of 47:1.