The major launch of Gaucho Birmingham was significant because it was the first new Gaucho restaurant to open in the UK in five years, and was an expansion of the brand around the UK. Rewired’s brief was to create and implement a strategic PR, local marketing and direct target audience communications programme, both during and after a high impact launch event.
In order to establish and promote the restaurant as one of the finest steak restaurants in the region, we put in place a series of launch and post-launch events which would target the different audiences we wanted to reach, including social diners, the Birmingham business community, liestyle influencers and co-marketing partners reaching a similar target consumer and business audience.
We helped to create a high level of anticipation and buzz for the opening amongst the local media and our key target groups triggered by pre-opening activity.
We utilised our strong connections and networks to promote all the facilities in the restaurant including the private dining rooms for corporate and private parties and meetings
Rewired achieved strong regional coverage and interviews in high profile publications and exceeded all of Gaucho’s set objectives for press and media coverage.
The high-end steak restaurant’s arrival was dubbed ‘the most anticipated restaurant opening of the year’ by The Birmingham Mail; and following an ultra-exclusive launch party, press masterclasses and office drops of wine and dulce de leche, the results lived up to the tagline.
Through its connected and professional networks, Rewired reached over 150 of the city’s key figures and managed to get them in the same room at the same time for an exclusive dinner to see first-hand what Gaucho can do.
All the coverage and launch activity has led to Saturday evening tables being fully booked for the next two months.