Campaign: Blue Kangaroo scores a hit with kids and media - Consumer PR

Campaign: Restaurant launch

Client: Blue Kangaroo

PR Team: Golden Goose PR

Timescale: October 2003-July 2004

Budget: £2,000 a month

Golden Goose PR helped Adam Duthie - former partner in Shoeless Joe's sports bar chain - launch his family-friendly restaurant, Blue Kangaroo, on London's trendy Kings Road, Chelsea. To position this fashionably-located brasserie-cum-play centre as the 'it place' for celebrity parents and their tots, the PR team created an exclusive membership club.

Objectives

To create an aspirational identity for the restaurant, with a view to rolling out the concept nationwide.

Strategy and Plan

The Golden Goose team focused its campaign on the launch of an exclusive 'Totler Club'. Celebrity offspring, including those of Madonna and Jamie Oliver, were targeted with free membership, giving them preferential booking for parties and free entry to discos and events.

This allowed the PR team to place 'celebrity spotted' items in entertainment titles such as Heat, Star and Now magazines, while the launch of the club was offered to The Sunday Times Style magazine and the Daily Mail.

Golden Goose also promoted the venue to restaurant reviewers.

Measurement and Evaluation

The story secured double-page features in The Sunday Times Style magazine and the Daily Mail, while London Tonight also covered the launch. As well as coverage in the listings magazines, the PR team won an eight-page spread in OK! for the birthday party of TV presenter Tania Bryer's daughter.

Restaurant regular and Pop Idol judge DJ Neil Fox also covered some of Blue Kangaroo's kids' events on Capital Radio.

Restaurant reviews appeared in The Telegraph, Square Meal, Time Out Children's Guide, The London Restaurant Guide, The Independent and Metro Life.

Results

Table bookings increased by 500 per cent between February and September, and the waiting list for children's parties is now three months long.

Regular celebrity diners include Darcey Bussell, DJ Emma B, Gabby Logan and Jemima Khan - plus kids - while the venue was runner-up in the category Best Family Restaurant of The Year at the 2004 Time Out awards.

'We thought the story was a good peg for the whole competitive parenting thing,' says Sunday Times Style deputy editor Lucas Hollweg. 'There was something zeitgeist about a club that ensured the kids of celebrities and well-heeled media types were mixing with the right sort of people.'

At £120 per year, with further play area fees, membership of the Totler Club has proved so successful that the restaurant is looking at introducing a new level of exclusivity, with a gold membership card.

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