The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Agency: Rooster PR
Date: Jan 2019
Your Vote
4/5
Overall Rating
0/5
Opps, please vote again
0 votes

Cyprus has grown a reputation as a destination more attractive to families and retirees than experience-loving young professionals. So, to increase visitors we were briefed with reaching younger professional Londoners seeking cultural experiences to drive consideration and visitor numbers.

Having been presented with an unsurprising array of ‘sand and sea’ destination USPs, we knew we needed a creative route that would resonate better. We needed to put the right part of Cypriot culture on Londoners’ doorsteps, in a format they’re used to and presented in a social media friendly manner, so they’d learn about it through their newsfeeds.

The solution? The Cypriot national cheese of halloumi – taken for granted in destination but loved as the greatest addition to aspirational British barbeques of the last five years. Our approach was to celebrate the UK’s unadulterated love of the squeaky cheese by creating a complete menu of halloumi-based dished from halloumi waffles, wedges and popcorn to halloumi ice cream and serving it up as a limited-time pop-up in a central London restaurant.

To make the offer even more buzz-friendly (and distinguish it from 2017’s sell-out pop-up), the menu came as a bottomless brunch where dishes were paired with prosecco-based cocktails, putting two of the most in-demand ingredients in the same place at the same time. With a tight budget, creating our own venue and employing staff, even with till receipts, would’ve been unfeasible, so we formed a close partnership with the owners of 100 Hoxton to create a month-long residency at their Las Banderas venue in Soho.