EVENT: FRANCA CELEBRATES IT’S NEXT CHAPTER WITH AN EXCLUSIVE MEDIA AND KEY OPINION LEADER PREVIEW

Apr 10

Situation:

After seven incredible years, Franca welcomed Sydney’s tastemakers for an exclusive preview of the dining institution's next chapter. Movement Agency was engaged to promote the launch, securing a premium guest list of key opinion leaders and media to experience the new offering.

Guests arrived to experience the reimagined space and menu, one that departs from the traditional brasserie the venue had become known for, in favour of a lighter approach, inspired by coastal Europe.

Strategy:

To drive awareness for the launch of its next chapter, it was key that the changes to the venue were clearly communicated during the dining experience. Close collaboration with the client ensures that every touchpoint on the night reflected the new direction, including service and educational collateral at every table. This alignment was crucial in delivering a seamless experience that was not only memorable for guests to drive advocacy post event, but also ensured that the updates were clearly shown in press and social media coverage.

The guest list was highly curated to enhance the positioning of the venue, with talent selected for their aspirational qualities to align with Franca’s elevated direction. This ensured that any social coverage secured reflected the target market of the venue. The calibre of talent secured also allowed us to secure post event press coverage.

The event itself was structured to mirror a true dining service, allowing guests to experience Franca as they would under normal circumstances. This approach not only strengthened the guest experience but also provided media with a genuine basis for their reviews.

Services Provided:

Guest List Creation and Management
Client and Service Briefing
Post Event Press Outreach
Photography Briefing and Management
Post Event Liaison With Guests
Event Management

Result:

We secured a top tier guest list of Sydney’s most influential tastemakers, including Montana Cox, Renee Herbert, Montarna McDonald, Sarah Stephens, Jade Yardbrough, Alyce Tran, Teagan Natoli and Dina Broadhurst. The launch was featured post-event in the Sunday Telegraph, which reinforced Franca’s premium positioning.

The experience resonated well with attendees, resulting in positive feedback and social coverage. The momentum also extended beyond the event itself, creating further press leads and key opinion leader opportunities.