Creating a buzz, utilising word-of-mouth, and a strategic slow release of information were the key successes in introducing Adelaide to the brand new Electra House.
communikate et al worked closely with Electra House in the planning and execution of a social media (Facebook, Instagram and Twitter) teaser campaign where fans had the chance to #meetelectra through a series of drip fed images and information over a four month period.
This social media campaign was supported by a traditional, digital and street advertising campaign which saw identical designs with the ‘#meetelectra’ tag taking prime position. This deliberate and slow release of information helped create a buzz around South Australia with a steady following on social media, venue bookings, and recruitment requests becoming a daily occurrence.
In the build up to the exclusive launch event, a media campaign was rolled out looking at the announcement of the executive chef, the construction and design of the new space, and also the food offerings. This coverage ran across print, radio, TV, and online with multiple hits including The Australian, The Advertiser, Channel 9, Channel 10, and Adelaide Review.
For the first of two official launches, over two hundred invited guests sampled menu items from executive chef Alfonso Alés, sipped on the extensive range of beer and wine, and posted to a variety of social media channels. The event had a deliberate casual, house party approach without speeches or other official proceedings. This allowed guests to fully experience Electra House without feeling like they were at an official function.
communikate et al worked across the development and execution of social media, managing the PR campaign, booking and managing all advertising, and coordinating the launch events.