Establishment 203 | Launch strategy + event

Establishment 203 is one of Brisbane’s best new restaurants, that opened its doors in late 2023, following an intensive PR and communications strategy to build buzz around their launch. Opened by Queensland family-owned beef company, Stanbroke, Establishment 203 is based in Fortitude Valley and offers italian & steak — the simple stuff, done damn well. The brief for BPR? Ensure the opening of Establishment 203 and its USPs were well-covered in local, metropolitan and national news and social media channels, drumming up exclusivity and solidifying the lions Share of Voice for restaurant openings during the time period.

what we delivered

Public Relations
Influencer Seeding + Relations
Event Management
Activation Development + Execution
Media + Influencer Famils
Social Media Management
Brand Development Consultancy
Website Copywriting

STRATEGY

BPR was onboarded to assist with helping the internal Stanbroke team bring Establishment 203 to life, with an emphasis on ensuring the restaurant opened with a bang. Through a strategic and well-planned out PR activation and influencer seeding, aggressive pitching efforts and a high-profile event, BPR solidified Establishment 203 as one of Australia’s most exciting restaurant openings of the year.

THE RESULTS

Our unique and widely shared (and now, widely replicated…) ‘Evening Establishment’ newspaper activation set the scene for piquing the interest of consumers and media targets alike. Through the development of a ‘fake’ newspaper that was dropped around several locations in Brisbane and amplified across social media, the Evening Establishment not only provided key launch information to key consumer bases, drove traffic and new followers to the @establishment203 account to share further owned info, but also provided ample content opportunities for sharing while the restaurant was still under construction with minimal content to share. Through the activation, BPR achieved:

  • A potential audience reach of more than 1.2 million unique people across social media

  • A follower growth on the @establishment203 Instagram channel of 150%

  • 7,500 unique visitors to the @establishment203 Instagram, an increase of 4500%

  • More than 1000 website link taps

  • Received more than 20 booking enquiries (before bookings were even launched)

  • An increase of engagement on the Instagram by 3000%+

The success of the activation also led to increased interest and attendance at the launch event for the venue, which was attended by 98 Queensland tastemakers, with the room filled with a mixture of national and local influencers, affluencers, key opinion leaders, media targets and more. BPR achieved the following results through the end-to-end execution of this launch event:

  • More than 130+ unique pieces of content shared by guests

  • A potential social media audience of more than 2 million

  • An increase of Instagram traffic surpassing 23% during the week following the event

  • Attendees included editors from the likes of The Urban List, The Weekend Edition and The Courier Mail, as well as key Queensland influencers such as Lily Brown, Isabella Gray and Katie Martin, with fellow business owners attending the event from a taste-making perspective, such as fellow restauranteurs behind Anyday Group, and some of Brisbane’s most successful fashion & eCommerce founders.