THE STRATEGY

Working closely with a variety of stakeholders, BPR curated an exclusive guest list featuring top-tier media, social influencers, and key stakeholders and local tastemakers, ensuring broad coverage across multiple channels and audience demographics. The event was designed to not only showcase the venue’s incredible menu but also to create a visually and experientially rich environment that encouraged organic content creation and engagement.

To enhance the Lunar New Year theme, we incorporated experiential elements such as a live lion dance performance, lucky envelope giveaways presented by a God of Wealth, bespoke take-home goodie bags in the form of branded noodle boxes, featuring customised fortune cookies, signature HUĀ XO sauce, and personalised thank-you notes. Guests were also encouraged to wear snake skin or a pop of red, to mark the start of the Year of the Snake.

THE RESULTS

The event successfully positioned HUĀ as a must-visit dining destination, generating significant awareness and engagement across media and social platforms. Attended by key local tastemakers such as Molly King (80k), Ben from Brisbane (157k), Jacqui Toumbas, as well as key representatives from media outlets such as Channel 7, Courier Mail, Sitchu Brisbane, Urban List Brisbane and Style Magazines, the event saw the following outcomes:

• 125+ guests in attendance

• Potential reach of more than 1.59 million, via influencer content alone

• More than 115 pieces of unique content shared across Instagram and TikTok

• Follow up print, online and social coverage featured in outlets such as Sitchu Brisbane and Style Magazines

• Achieved a significant social media Share of Voice across varying locations and demographics

• Anecdotal feedback from the opening event was overwhelmingly positive, with many attendees praising the whole experience from start to finish and letting the BPR team know they have made reservations to return to the venue.