We worked with Nazar Group on the launch of their latest restaurant, Feriza’s Kitchen, Bar and Gozleme. Located in Auckland’s fast developing Wynyard Quarter, Feriza’s brings a splash of Ottoman opulence to the waterfront, with an emphasis on shared dining, and modern twists on dishes the Ottoman region is famous for. The restaurant is a collaboration between restaurateur Alex Isik and elder sister Feriza.
Restaurant Launch PR
Although the dining options are becoming more diverse, Turkish food is still a relatively young cuisine in New Zealand. When consumers do come across it, the menu tends to be limited to kebabs and other casual dishes. When we launched Feriza’s, it was important that we provided some education around Turkish food, as well as emphasising the high quality dishes and surroundings provided by the restaurant.
Restaurants are launched on a weekly basis in Auckland, so it was vital that we cut through the noise and ensured our first contact with media was memorable. We put together an eye-catching media kit, which included home made Turkish delight and some Ottoman inspired jewellery. We also included the announcement media release and a list of ten Ottoman dining tips, printed on premium quality stock paper that was edged with an appropriate Turkish design. This went down incredibly well with the food and lifestyle media that we contacted. The media kit was even mentioned in Jesse Mulligan’s review in Viva!
Rather than organising a big launch event, we invited journalists as individuals or as small groups. We wanted them to feel special and to experience what Feriza’s is all about – spending quality time with friends and family. Journalists from all of the major outlets, including Fairfax, Bauer Media and NZME were hosted by us at Feriza’s. They were able to take their time enjoying whatever they wanted from the menu, sharing a laugh with their friends and colleagues, and experiencing the level of hospitality that the Ottomans are so well known for.
The results from the launch PR campaign went beyond expectations. To date, Feriza’s has received predominantly positive media coverage, including in The Denizen, Metro, The New Zealand Herald, Restaurant & Cafe Magazine, The Urban List, Dish Magazine and Concrete Playground. So far, the value of the editorial coverage has exceeded $75,000 in media value.
- Client - Nazar Group
- Date Completed - August 2017
- Services - Restaurant launch, media relations, blogger relations, media hosting