Maximum attention for market launch in Germany
The Italian food retail concept, EATALY, celebrated its German market launch with a grand opening in Munich’s Schrannenhalle. Our public relations and live communication experts took on the design and implementation of the high-profile, high-class events with accompanying integrated PR strategy. A wide coverage media presence and the sustainable establishment of the brands in the local and cross-regional retail landscape were achieved with wide coverage pre-opening activities in the run-up, a glossy highlight kick-off and continuous follow-up campaigns. The target groups at all touchpoints were reliably reached with high-impact PR campaigns and the activating design of the dialogue in the social channels. The result – nationwide reporting in all A-media: Print, digital, radio and TV.
PR event strategy for sustainable establishment
To achieve the greatest possible media coverage for EATALY’s market launch, we accompanied it with a two-day press opening with exclusive interviews, PoS workshops and meet & greets. 160 journalists from selected media seized the opportunity and reported on the highlight event in numerous posts, articles, TV reports and radio features.
A long-term cooperation management with matching media partners followed. Follow-up measures, such as setting up a monthly press jour fixe and seasonal events ensured constant media presence and an intensive dialogue between brands and stakeholders.
Authentic brand ambassadors on board
The specific involvement of bloggers and influencers to achieve optimised social media coverage was an important public relations strategy factor for EATALY’s German market launch. Our live communication team designed a VIP event series for bloggers and local micro-influencers to sustainably anchor the brand in the relevant consumer set. Seasonal PoS highlights with a high level of interaction – cooking courses, tastings and pop-up restaurants – formed the basis for inspired reporting. The continuous authentic posting on social media made the brand an emotional experience and brought it closer to the followers for the long-term.
Long-term engagement and wide-range coverage
The goal of the social media strategy as part of the public relations for EATALY was to establish and actively shape the digital dialogue with the target groups. Market-specific editorial planning, creative content creation and concentrated distribution on all relevant channels ensured the setting up of high-profile and lively social communities. The result was positive image building, a significant increase in digital traffic, an emotional bond with the brand and measurable activation of the target group.