Lai Sun Dining: Maintaining momentum for a restaurant group during the COVID-19 pandemic through media relations and influencer marketing

Lai Sun Dining
Challenges

Sustaining public interest amidst COVID-19

Lai Sun Dining is a Hong Kong-based, leading hospitality group known for its trending and top-notch dining concepts that are must-visit establishments. With a current mix of Italian, Chinese, Japanese and Steakhouse concepts, each brand of Lai Sun Dining is well-thought through and committed to bringing a unique culinary experience and first-class hospitality to life.

Sinclair was appointed to raise awareness and maintain public interest on the luxurious and authentic dining experiences at six of the Lai Sun Dining’s restaurant outlets, including China Tang Landmark, CIAK – In The Kitchen, Masa Hong Kong, Old Bazaar Kitchen, Prohibition Grill house & Cocktail bar, and Zest by Konishi, in the pandemic era.

Approach

Strategy Identified the unique dining experience of each restaurant outlet, and highlighted them in all conversations to media and KOLs. In turn, reaching the public with an array of creative and inventive dishes and drinks.

Storytelling Updated brand messaging by developing new storylines that highlight the premium offerings and award-winning delicacies.

Thought Leadership Positioned star chefs of each restaurant as spokespeople of the brand, securing in-depth interview opportunities with media to share their creativity.

Engage Personally hosted media and KOLs to experience exclusive dishes and signature dishes available at each restaurants outlets.

Experience Organised an exclusive media preview to allow them to gain a first hand and authentic experience, a better understanding of the unique offerings, and  building strong relationships.

Outcomes
45
media and influencers at photoshoots, tastings and interviews
202
stories were generated in local media
+ 150 million
reached through print and online media
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