Building awareness for a hospitality group’s luxury restaurants and bars through thought leadership and media engagement

Marriott International
Challenges

Marriott International has an unrivaled portfolio of hospitality brands, which culminate to create real, rare and enriching experiences for people. Across their luxury and premium hotel brands in Hong Kong and Macau, the brand has a number of stand out high quality restaurants and bars.

Our objective was to position the selected restaurants and bars within the portfolio as the first choice for drinking and dining destination for people in Hong Kong and Macau. To do this, we sought to build and raise awareness with the right audiences through targeted media engagement across sectors, identifying new and creative angles to capture their attention, and keep our restaurants relevant whilst maintaining an image of premium quality food, drinks, service and atmosphere.

Approach

Strategy Develop key characteristics for each restaurant property that clearly define its cuisine, ambience, and chef’s cooking style whilst fitting to the seasons and/or relevant trends by staying updated on developments within the F&B industry.

Storytelling Curate compelling pitching angles for restaurant offerings, chefs, and spokespeople to engage media and position these outlets as the first choice for dining and drinking. This approach led to securing in-depth features and inclusion in relevant round-ups in top target publications.

Localise Highlight dishes, drinks, and settings that will largely appeal to a Hong Kong and Macau audience, especially for any special occasions e.g. Chinese New Year, Mid-Autumn Festival, Christmas, Easter

Thought Leadership Position restaurant chefs and spokespeople as the leaders in luxury F&B through highly selective interviews with top-tier local and regional media

Engage Invite media to a special media-luncheon at Michelin-Starred Man Ho, hosted by Marriott International spokespeople. With a nod to the time of year of the event (December) high-valued lucky draw gifts were presented to media, demonstrating the brand’s appreciation and luxury offerings. Facilitate media interviews and/or tastings to foster positive relationships between publications and restaurants.

Pan-Fried Fish Maw with Almond Consomme
Outcomes
51
stories in top-tier local and regional publications
icon reach
+190 million
through local and regional publications
40
interviews conducted with chefs and spokespeople
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