Throwing open the doors to the Australian edition of NY's hottest bar

New York City’s most legendary speakeasy, Employees Only, touched down in Sydney in Spring 2018. A well-known mainstay of the Big Apple’s late night scene and feted as one of the World’s Best Bars, Employees Only’s first Australian opening was rightly touted by breathless lifestyle and food journalists as one of the most anticipated of the year.

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Brief.

Example were tasked with creating a strategic public relations campaign to successfully launch the brand to key food, drink and lifestyle media in Australia, creating maximum hype and buzz, and driving footfall into the new venue. 

SOLUTION.

Example developed a two-part campaign, which saw a pre-announcement in October 2018, followed by a launch in December. For the pre-announcement, a tiered suite of teasers were pitched to media to generate hype about the impending launch. Example then captured stunning images of key talent, food and the venue itself, as well as organising interviews with founder, Dushan Zariç. A week out from launch a ‘doors open’ media release was issued to key food, drink and lifestyle media. Then, on the big night, Example hosted an exclusive media event at Employees Only Sydney, while simultaneously coordinating coverage and feedback post-event.

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M+
AUDIENCE REACH
$K+
EARNED MEDIA VALUE
PIECES OF COVERAGE SECURED
+
EVENT ATTENDEES
Press

“So for all the hype, tarot cards and George Harrison tunes, is this actually a good bar? My sweet lord, I can confirm it is”

– Good Food

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