How to land a tiny restaurant into TimeOut, just in time for it’s 30th birthday?
By targeting underdog bloggers and ignoring the big cats.
I spotted an opportunity within the burgeoning community of gourmand writers. They wanted get noticed and form a local presence. We facilitated by bringing them together regularly.
This helped us create a bespoke communal buzz, amplified through curated tastings, social PR and exclusive events.
An additional brand boost was achieved through personally orchestrated CSR efforts with ZSL The London Zoo. The ask was small for a big promise. We asked our diners to simply add £1 to their bills to help us save the Indian Tiger.
Together, we’ve raised £15,630.00, all of which has gone to fund the efforts of ZSL The London Zoo with the Chitwan-Parsa Reserve in Nepal.
The results can be found on P.48, TimeOut London - July 2015 edition.