'WLG' Pop up Restaurant Sydney September 2010
H&K solution was to set up a temporary Pop Up Restaurant in Sydney for a two weeks, showcasing key chefs from Wellington for 3 - 4 days each...at an incredible price of $29 for three courses. The derelict and vacant former Sydney institution 'The Bayswater Brasserie was reborn as 'WLG' (Wellington's airport code), for two weeks in September 2010 to showcase the best of Wellington's dining scene. The cuisine would not be the only Kiwi flavour, with some of the city's best wait staff and baristas flown over to Sydney provide an authentic Wellington experience. The restaurant also featured all the best wines from the regions that surround Wellington - Marlborough, Martinborough and the Wairarapa.
Furthermore, H&K negotiated a partnership with Time Out Sydney as the key media partner, who implemented WLG's bookings and pushed the message out to their highly motivated and discretionary audience.
1,500 bookings were made within four hours of the event announcement on the 23rd August with a further release of 200 seats selling in just 30 minutes. In total, over 3,000 people dined at the 'pop up' restaurant by the end of the two weeks. WLG became the fastest selling event ever on Time Out Sydney's website. A large amount of social media chatter was generated via the WLG Twitter and Facebook pages, with over 60,000 people reached via Twitter in just 7 days. WLG featured in the Sydney Morning Herald, Daily Telegraph, AAP, The Australian Financial Review, as well as securing a cooking segment on Channel 10's morning show 'The Circle' with one of the WLG chefs in residence, Rex Morgan. Overall, a total of 4,193,558 million people were reached with Wellington messaging during the WLG campaign.