Australian Launch and Consumer Campaign, Brand Launch and Public Relations Campaign
Global bookings platform, OpenTable, launched into the Australian market in late 2015. N2N was engaged to build awareness of the platform and engage consumers in key markets to help increase OpenTable’s diners and restaurant portfolio.
While OpenTable were an established global player, they were brand new to the Australian market. We developed a proactive always-on media program to drive consumer awareness of the brand and educate media and consumers about online reservations and its benefits. As part of our program, we used ‘issues hijacking’ and calendar moments to create engaging content and insert the brand into food and dining stories.
To date, we’ve leveraged research findings on topical issues such as Australian’s attitudes to tipping, the rise of gourmet kids, booking behaviours and sustainable dining to drive topical conversations in news media across broadcast, print and online. Our ongoing work has seen the program generate a 2000% YOY increase of proactive consumer media coverage, contributing to seating around 2.7 million diners in Australia since launch.