The Brief
Rumour Mill Creative Communications was the chosen agency out of a possible five to work with the Six by Nico team to launch their brand-new restaurant in Belfast’s bustling Cathedral Quarter. The conceptual six course tasting menu restaurant was a novel idea and a welcomed addition to the capital.
Six by Nico is a successful brand in Scotland and opening in Belfast as the city of choice for their third restaurant was done so with a high risk. A huge investment of half a million pounds was used to start it, so the success of the restaurant was relying on the success of the PR to drum up interest and ensure people where getting the best experience possible on their first visit, in order for them to become return customers.
The Approach
It was also a priority for the client that they would be working with an agency that had their finger on the pulse with the Northern Ireland food and drinks scene as well as have positive working relationships with influencers and VIP’s within the industry. RM has successfully delivered award winning campaigns when working with restaurants Pizza Punks and Revolucion de Cuba. The client was aware of this and also contacted a number of influencers locally and RM was suggested as a go-to agency for experiential activity.
The Outcomes
The following objectives were achieved and results included over 60 pieces of editorial coverage achieve; VIP event attended by 73 guests, multiple features and interviews; pre launch influencer trips to Edinburgh and significant growth of social media channels. In fact, Instagram figures sat at approx 2.5k and are grew but almost 2k within 24hours of the launch event. Facebook has 4.5k likes and Instagram has almost 6k followers. The already existing Instagram page has 21k but has been running for over two years so this has exceeding expectations and is mainly down to the influencer activity pre and during the launch.
Accolades
WINNER – PRCA Dare Awards 2019– Event, Launch or Stunt of the Year– Six by Nico