1. Launch Event of
Bella Italia
Brighton Marina
2016
Tools:
Data capturing
Emailers
Facebook
Google Listings
Media partnerships
Public Relations
Tripadvisor
Twitter
Wordpress
Voucher Creation

2. Summary of Action
The Perception:
Bella Italia has had a presence in Brighton for 25years, boasting one of the first Bellas. The same year, we had opened another high street restaurant in the
new look and style of Bellas. The final Bella to be launched in Brighton, would be in Brighton Marina, a brand new artificial marina featured residential, retail
and commercial activities located 5 kilometre outside the city.
The Purpose:
With the launch of Bella Italia Brighton Marina, we hoped to fully utilise the opportunity to announce our presence and create awareness of the new Bella;
specifically the “new” style food offering and refreshed restaurant look while simultaneously showcasing our long standing history in Brighton , our blanketed
presence in the city and support for regional business and local community. To do so, we would use the large regional customer database from the existing
Bellas, local partners established over the year and online media; (the first time we would extensively use online media reach, due to growth in the marketing
team allowing this to succeed).
The Plan:
A VIP launch event collaborating with local business, Brighton Bike Tours to escort all press, bloggers and a local competition winner to all 3 Bella Italia
restaurants on bicycles, showcasing the city and the timeline of Bella. Press, bloggers and competition winners would enjoy a treat at each site, while hearing
the stories and exploring the sights of historical Brighton, culminating in a feast of new menu dishes at the just opened harbour side Bella Italia Brighton
Marina. Competition serves to engage the public and capture new data and audiences.
We were blessed to have great service, willing managers and high customer service ratings at both existing Bellas to support our activity.
The Partners:
Media and local businesses: Brighton Bike Tours, Roach Photography, Brighton Marina Co, Yelp! Brighton, Viva Brighton Magazine, Foodiesshe Blogger, BN1
Magazine, Visit Brighton Tourism and What’s On Brighton.

3. Event Invitation to Press
• Search for well known
relating local media and
influencers
• Contact , follow up and
RSVPs with press
• Invitation conceptualised
and briefed into design
agency
Event Invitation to
Press

4. Event Invitation to Press
• Conceptualising of competition;
prize and T&Cs
• Copywriting of webpage and SM
posts
• Creation of custom URL to be
shared with partners
• Submission of digital content to
content creator within deadline
to launch
• Submission of digital content to
all media partners for added
exposure (additional audience
for data capture)
• Brief and concept of
Competition Form creation for
data capture
• Allocation of budget and
audience creation to boost
posts
Competition Page and
Social Media Post
(Customer engagement)

5. Event Invitation to Press
• All competition entries added to
Brighton Marina emailer
database
• Everyone is a winner: Upon
form submission, entries would
received a Single use voucher
code to dine at the new Bella
enjoying Free Starter or Dessert
with any main purchased.
** This voucher also sent out to entire
30k database of Visit Brighton with
their exclusive #FridayTreats emailer
as a separate activity to encourage
trial.
Entry user journey
through competition

6. Event Invitation to Press
• Designed and sent out
timeously
• Harmonised with event brief to
all collaborators such as
restaurant general managers
• All event logistics and agenda
• Menu creation of food
showcased
• Social Media Tweet Sheet
• Special dietary requirements
Detailed Event
Information

7. Event Invitation to Press
• Adaption of national campaign
and related emailer to spotlight
the Brighton Launch
Competition to custom selected
regional database.
• Share feature on competition
base to boost reach. Especially
to user not on current database.
Emailers to regional
database

8. Event Invitation to Press
Sometimes life comes to rain on your
parade!
• Immediate action onto social
media to secure a new winner
when initial winner pulled out
• Transparency in relation to
competition laws re:
announcing winners
• Prepared back up plan for
events beyond our control such
as rain or non-attendance
• Calm demeanour when hosting
guests during times of event
concern
Crisis Management

9. Event Invitation to Press
• Creation of Press Kit, given out
at the event
• Press Kit featuring authentic
branded Bella products to use at
home, digital press release and
images of restaurant
• Follow up with Online Press kit
shared on Google Drive and We
Transfer featuring previous and
event photography from the
day.
• Follow up with all attendees for
dates of exposure, requests for
reviews and ratings across social
platforms.
Press Exposure

10. Online tasks for
New Store
Openings
Tools:
Emailers
Facebook
Google Listings
Media partnerships
Public Relations
Tripadvisor
Twitter
Wordpress

11. • Creation of all local listings for
the new Bella Italia including - -
Bella’s own website, Google
Places including Google Tour,
Yelp, Facebook, Tripadvisor and
regional directories, ensuring
latest logo, brand style, tone of
voice and latest photo imagery
(released by Head of Brand) is
used.
Online web listings

12. • Regional customisation of
emailer to announce new store
opening.
• Brief to content creator within
workable time period.
Customised national
emailer
• Sneak Peeks of new site
• Timeously posts on opening day
• Geographically targeting posts
to reach the correct audience
through paid advertising
Geographically targeted
Social Media Posts