Insight
Luxury caterer, Heritage Portfolio, invested in Edinburgh’s historic Signet Library to open the city’s finest tea salon. With a high price point reflecting the quality food and champagne, driving sales through aspiration was essential. With our knowledge of the drinks and premium catering market, we identified newshooks and the fact that the overall work would increase understanding of Heritage Portfolio as a high end food & drink provider.
Idea
From previous project work on the high profile, Pommery Champagne Bar each August, we understood the brand and the target audience well. With strong, luxury lifestyle coverage and engagement, we had a base on which to build an understanding and aspiration for the new tea salon. In advance of opening we created a plan including: social media posts and milestones; news stories around suppliers and provenance; profiles of key people; scheduled reviews.
Impact
We secured a high number of lifestyle and food reviewers from UK and international luxury publications. In addition, we focused on local food reviewers and events/wedding press to use the salon to highlight the luxury venue in which it is housed.
Over 80 pieces of coverage in lifestyle, food, MICE, local and online media drove visits and very quickly, the Colonnades were number one on TripAdvisor. Our campaign audience reach was over 14 million users. Sales during and immediately after our project created a genuine buzz around the Colonnades.
