Da Biuso
Restaurant Launch Campaign
The Challenge
We Are Brooklyn was tasked with launching an Australia-wide first – a fine dining degustation experience on a bus. Named Da Biuso after the family owners and operators, the venue needed to not only announce its opening to the world, but educate audiences on its avant-garde offering through a range of channels, discussing the logistics of the unique venue and the intricate quality of its Italian food offering.
The Approach
A multi-faceted campaign was designed to expand the awareness, elevate the restaurant’s status, and entice initial bookings. We Are Brooklyn employed a phased media outreach strategy, nurturing the brand’s image in each stage of the launch process – pre-launch, launch, and post- launch, spanning local and national news with a list of unique angles to employ. The team also collaborated on a social media strategy to support the messaging, an EDM outreach program to build a database of brand advocates and potential customers, and guided the content direction throughout all assets. During launch, an exclusive media launch event was conducted, bringing key journalists onboard to discover the venue in famils, and build strong foundations of a fruitful ongoing relationship with the media.
The PR outreach of the pre-launch phase saw great success across broadcast, print, social media and digital media, accruing a reach of 16 million.
Coverage extended across all local lifestyle publications to hospitality and travel publications of national significance, achieving features on Nine News, Seven News, The Courier-Mail, The Australian Good Food Guide, Escape, The Australian and Delicious Magazine.
Launch coverage saw 9 million in media reach and 1.2 million in social media reach, a wide range of sources to distribute the launch messaging.
The media event at the launch garnered positive brand sentiment among attendees, contributing to social proof and extensive media coverage.
The ongoing media outreach accumulated 14 million in reach throughout the pitching period, with continued momentum on social media recording 426K in reach.
Nurtured from the beginning, most news outlets chose to feature Da Biuso throughout each stage of the project, demonstrating the markets strong desire for the story, sustained interest, and consistently successful outreach strategy.
The Impact
Da Biuso is not your ordinary fine dining experience. Breaking free from the traditional brick-and-mortar setups, Da Biuso is Brisbane’s very first fine dining experience on wheels! Opening in 2023, Da Biuso is a true family affair spearheaded by Biagio (the husband and head chef), Sarah (his wife, the maitre`d, and sommelier) and Joseph (their son & chef). At Da Biuso, family is the heart of the experience. With their personal touch at every service, they create unforgettable memories for their guests during lunch and dinner sittings, but also cater for exclusive special occasions.
First located at Ascot Green, the idea is that the restaurant moves and relocates to new locations around Brisbane and is also available for private hire, showcasing the best of Brisbane and combining the power of taste and place. The restaurant is hosted on a custom, fully fitted coach designed to feel like a first-class dining suite, with new destinations to unfold throughout the year.