As we say goodbye to summer, Birmingham have said hello to the new way to Eat.Drink.Indian with the launch of tamatanga. Prior to the arrival of the restaurant in the city, we wanted to build curiosity and conjure up excitement amongst audiences by creating a real ‘buzz’ via a pre-launch press office seeding out details about what people can expect from the new offering.
On Monday, 25 September Big Cat helped to open the doors by delivering a media preview night to get the city’s biggest influencers talking about the venue.
Fuss free and relaxed, tamatanga is known for its great value and laid back, fun vibe as an eatery for everyone from students to families so we wanted the night to echo the same sentiment. Media were invited along with their friends and family to just enjoy the experience. No fancy gimmicks or masterclasses – just real, honest Indian food. Using a dedicated hashtag enabled us to leverage influencer’s social networks on the night of the media launch, with guests posting about their experience and being sure to hashtag tamatanga.
In addition, we have delivered a series of tactics to create noise and excitement about the offering to encourage consumers to visit the venue and share their experiences with others leveraging word of mouth marketing through social channels. Thursday saw an exclusive corporate breakfast event which enabled the brand to promote their breakfast offering while positioning the restaurant in a way that would help to drive early diners among the large business market in the city. From our massive corporate database of 9,000, we were able to identify the most appropriate organisations to target for the event.
The new eatery has made quite an impression already with 12 pieces of coverage to date, 6 still pending and a mass of social coverage which we are still collating!