Turtle Bay Restaurant Launch
Objectives To launch Turtle Bay Guildford, the new Caribbean restaurant . The brief had two parts, firstly to discover 900 of the ‘people movers’ of the town and bring them together to celebrate the launch and secondly to conduct an intensive campaign through social media and the local press to ensure widespread awareness.
Activity The Wigwam team first researched all the celebrities, dignitaries and influencers from the Guildford area to invite to the launch party and then hit the streets to scout the right sort of townspeople from a wide range of local businesses, retailers, educational establishments, services and local government. We built up a relationship with this target audience through social media, digitally and in person.
For the media relations campaign, Wigwam created press materials and announced the opening to key media using story angles tailored to each title. We organised exclusive press visits to secure reviews and coverage. To extend the reach and build anticipation, Wigwam set up competitions with Get Surrey, Guide2Surrey and The Stag, offering tickets to the launch. This was punctuated with an intensive social media campaign, leveraging Twitter and Facebook to build awareness and hype amongst key audiences.
Guest list: Wigwam’s hands-on tenacity paid off because on the night of the party we had a guest list of 1,000 highly targeted consumers which resulted in over 750 ‘movers and shakers’ of Guildford attending the party, including Anne Milton MP, Eagle Radio presenters, Surrey United and Surrey Smashers team members.
Media Achievements: We secured 22 pieces of coverage across all local media, including Surrey advertiser – Business and What’s On; Surrey Life; Guildford magazine; GU Premier; Get Surrey, Guide2Surrey; Eagle Radio, BBC Radio Surrey and Surrey TV.
“Wigwam did an extraordinary job of creating a buzz among both the youth and business people of the town and bringing them together for a fantastic launch event, the like of which has not been seen in Guildford before. Turtle Bay has set a new precedent.” Stuart Craggs, night time manager of Guildford, Experience Guildford BID
“What a great launch! Well done – an example to other new restaurants on how to launch themselves and why they should use a PR company!” Paul Bridgland, Best of Guildford
“That was a London party in Guildford! Well done Wigwam team.” Rita Lewis, In Style Magazine