Injecting South American spirit into Newcastle
Having already opened Leeds and Manchester in the North for Brasilian Barbecue restaurant chain Cabana, MCG was tasked with opening Cabana’s third site outside of London in Newcastle. Cabana wanted to create a pre-launch buzz in the city before it officially opened in the heart of the Toon.
To raise awareness of Cabana and its Brasilian flair ahead of the launch in Newcastle and achieve national and local media coverage for ex-Newcastle United legend and Brasilian football hero Mirandinha’s return alongside the opening of the restaurant.
Liaising with broadcast and print media to gain national and local coverage to showcase Mirandinha’s return to the city in conjunction with the opening on Cabana
Writing pre and post editorial content for local media and ensuring pre-launch and post-launch advertising activity including print and digital adverts, site takeovers, e-newsletter inserts and social media competitions is provided
Identifying, contact and engage with bloggers who have local influence and build a relationship with them
Implementing Facebook dark posts to target users in Newcastle with relevant content about Cabana, including brand USPs and opening information
Introducing a Twitter takeover on the launch day to engage with all users talking about Mirandinha, Cabana and the opening party to encourage them to tweet using #WeAreBrasil
Over 48 million print and digital reach with key publications in Newcastle
National (Sky Sports and TalkSPORT) and local (BBC Look North, BBC Radio, The Chronicle, Metro Radio, Capital FM, Made in Tyne & Wear TV) coverage of Mirandinha’s return, including live interviews and video content filmed at the new Cabana restaurant
Use of #WeAreBrasil on the launch night saw this hashtag trending in Newcastle and produced a social reach of over 100K
Over 56K Facebook reach from specifically targeted dark posts to engage target audiences in Newcastle