In July 2015, Turtle Bay approached Faith PR to provide PR support for the launch of their new, 190 cover Huddersfield restaurant that opened on 29th October 2015.
We were asked to look after all PR activity ahead of the event as well as the launch night itself. As part of this activity, Turtle Bay required the following:
- Media relations to raise awareness both before, during and after the launch
- Targeted social media activity and social media competitions to raise awareness of the restaurant coming to Huddersfield
- The creation of a VIP guest list for the launch night with a target of 1,200 invites and 850 RSVPs
- Management of the guest list and door on the opening night.
To announce and cement the addition of Turtle Bay to Huddersfield’s restaurant scene ahead of the restaurant opening, we identified a number of media opportunities that would allow Turtle Bay to achieve targeted press coverage in the build up to the restaurant opening. This included desk visits, photo calls and journalist one-to-ones.
Pre-launch blogger event
We also co-ordinated a blogger event that was held at the restaurant a week before the grand opening, which was attended by key food & drink and lifestyle bloggers from the region. The event was blogged about by all attendees and also covered extensively on social media.
We devised two social media competitions to give away a select number of tickets, targeting both Huddersfield residents as well as key ‘influencers’ and bloggers. The first competition was based around people tweeting us pics of their most ‘exotic’ location in Huddersfield, while the second was trivia about the Caribbean which required people to answer specific questions using the hashtag #TBayHudds.
Guest list creation and management
Turtle Bay wanted to us to ensure that a diverse range of guests from various cultures, companies and organisations across Huddersfield and the wider areas were in attendance on the VIP launch night.
To ensure that this was the case, we carried out extensive research into key companies, local figures and influencers from across the area before issuing a total of 1,200 targeted invitations both via email, social media, on the phone and in person across all target sectors.
In summary, the launch of Turtle Bay Huddersfield was a great success – with over 1,020 RSVPs ahead of the launch and 720 VIP guests attending on the evening.
A diverse range of guests on the evening included attendees from design and marketing agencies, artists, fashion retailers, independent boutiques, hairdressers and charities. There was also a strong turnout from the Afro Caribbean community across Huddersfield.
Our ongoing press office activity throughout the duration of the launch achieved extensive coverage across local and regional print media as well as online business desks, with a total PR value of almost £25,000.
We also achieved significant social media and blog coverage as a result of our pre-launch blogger event, which consequently has helped to spread the word amongst the Leeds food blogger scene – with Leeds food bloggers since contacting us to ask when Turtle Bay is opening in Leeds.
Turtle Bay has continued to enjoy consistently high footfall in the weeks since opening, and is now firmly positioned as Huddersfield’s number one destination for some fantastic ‘Caribbean social’!