First Table North American Launch
Sometimes, it pays to be first. International online reservation platform First Table offers early-bird diners a chance to cash in by booking the first table for breakfast, lunch or dinner at local restaurants. A win-win for foodies and restaurants alike, the website offers users 50 percent off their total food bill for a table of two, three or four guests.
Based in New Zealand, First Table chose Vancouver as its debut market when expanding into North America. With more than a decade of hospitality PR experience, in addition to strong relationships with Vancouver media and local restaurant industry connections, SMC Communications was the perfect partner to help launch the platform in the world-class food city.
In order to build buzz ahead of First Table’s Vancouver arrival and educate diners about the platform, our team worked with the client in the fall of 2019 to execute a strategic media relations campaign and a city-wide launch event.
MEDIA RELATIONS
SMC’s experienced media relations team wrote and distributed a press release announcement for First Table to a targeted list of national print, digital, radio and TV outlets.
We conducted one-on-one pitches and follow-up communications with food, beverage and lifestyle media in Vancouver to help increase exposure ahead of the launch.
A custom media kit was prepared complete with graphics, logos and promotional imagery from participating restaurants.
The agency secured digital outlet Daily Hive to partner with First Table on a ‘Date Night for Two for a Year’ Instagram contest, with the winner awarded $100 gift cards for 12 participating restaurants.
EVENT PLANNING
The day before platform’s Vancouver debut, SMC hosted six simultaneous First Table Media Preview dinners at First Table restaurants across the city.
Select media and influencers were invited to attend the intimate dinners at local culinary hotspots and learn more about the First Table platform, with SMC staff hosts acting as in-person brand ambassadors for the night.
To create an added level of excitement and mystery around the previews, locations for each of the media dinners were kept a secret from guests until the night of the event.
SMC secured six restaurant partners for the First Table Media Preview dinners and managed every aspect execution, including guest list curation, graphic design and distribution of custom digital invitations, graphic design and production of personalized place settings, and follow-up communications.
THE RESULTS
SMC’s media relations campaign resulted in 13 unique feature stories in top-tier local outlets including Daily Hive, Curiocity, BC Living and Georgia Straight.
First Table was showcased on Daily Hive’s Instagram page (287,000 followers) and the contest attracted more than 3,500 entries and garnered 1,000 new followers for the First Table Instagram account.
The First Table Media Preview dinners were attended by 23 food and lifestyle media and influencers, who produced 30+ Instagram posts and stories throughout the evening.
MEDIA COVERAGE
