Background and Client objective

Background :

Having worked at a quintessential French restaurant for over two years, Nick Harrison moved to Mumbai and joined as the Chef and Bar Manager at Olive Bar & Kitchen. He ended his stint with Olive Bar & Kitchen in 2015 end, with a vision to start up
his own hospitality venture in partnership with Chef Alexis Gielbaum.

Knowing Riyaaz Amlani for a while, Nick had been in the Indian hospitality industry for a few years, he decided to connect with Riyaaz sharing with him an initial WIP sketch of what Slink & Bardot- then unnamed would be like. Riyaaz agreed to take up the project but not before a test dinner at St. Jude Bakery that sealed the deal for Nick and Chef Alexis bringing about the opening of this contemporary French restaurant and lounge- Slink & Bardot.

Client aim and Objective : 

1. To create awareness about the opening of Slink & Bardot – a French restaurant and bar in Worli.
2. To position Slink & Bardot as a Premium stand-alone French Restaurant.

Scope of Work :

1. Brand Positioning & Message Development
2. Creating a Public Relations strategy and action plan
3. Creating appropriate pitch notes, press releases, profiles and other collaterals
4. required as per brand
5. Create media pitch notes to explore feature, trend stories
6. Create profiling of the spokesperson/brand representative for media interaction
7. Constant seeding to the media universe (Print, Online, Satellite)
8. Initiate Chef profiling through interactions with the media through soft and mainstream profiling (Interviews, Inputs and Recipe Sharing)
9. To Ideate and pitch to media on various new upcoming trends for feature stories
10. Timely consultancy on events, promotions, new launches and corporate announcements

Strategic Planning :

Key Messaging :

1. French cuisine with a twist of classic small plates. The small plates add to the communal experience while one gets to discover a collision of flavours and a wide sample of Chef Alexis’ offerings. Moving away from the generic structured design of appetizers and mains.
2. Slink & Bardot offers a simple and informal dining experience in a relaxed ambiance.
3. Key Audiences :
   1. Expat
   2. Tourists
   3. Society elite

Highlights from Launch Period

1. Launch Stories from April- December 2017 :

Standalone and Round-up features in publications & magazines along with websites as mentioned below

NEWSPAPERS MAGAZINES & WEBSITES –

1. Mumbai Mirror
2. Mid-day
3. DNA
4. Hindustan Times
5. Business Standard
6. Economic Times
7. Mint Lounge
8. The Hindu
9. Bombay Times
10. Afternoon Dc
11. Free Express Journal
12. Free Press Journal
13. Vogue

1. Grazia
2. Man’s World
3. Verve
4. Upper Crust
5. World Travel
6. National Geographic Traveller
7. Elle
8. Better Interiors
9. India Today
10. Shubh Yatra
11. The Man
12. Elle Decor
13. The Sindhian

Highlights from December 2017 – March 2018

December :

1. Christmas Chef Table to introduce the special Christmas menu. Attendees included key media people from Vogue, Blackbook, India Today (Simply Mumbai) to name a few and also social media influencers. The month was focused on promotion of the Food Menu (Christmas in Koliwada) and the Beverage Menu (Taste of Winter) which got in media traction on both online & offline platforms.
2. The brand was proactively a part of the New Year round-ups and the trend stories around the season.

January :

1. Review features on online platforms highlighting French cuisine.
2. The brand was a part of the round-ups on Best Food/ Restaurant of 2017.

February :

1. Profiling of Nick Harrison, Bar Chef & Co-owner at Slink & Bardot
2. The Brand was also a part of the Valentine’s Day Round-up
3. Featured in Man’s World round-up on A Cocktail Calendar for 2018.

March :

1. Featured in Architectural Digest’s online interior round-up
2. Profiling of Nick Harrison & Alexis Gielbaum in Economic Times & Franchise India.
3. Slink & Bardot was a part of Architectural Digest’s online Asian Paints Passion Fruit Colour campaign.

December- 2017

January- 2018

February- 2018

March – 2018