Hospitality Marketing Strategy, Launch Campaign & Event Marketing

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Opening a hospitality venue takes more than great food and interiors. It takes momentum.

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For Toni Pasta & Wine, The Likes Of You developed and executed a multi-layered launch strategy designed to build anticipation before opening, generate bookings from day one and establish Toni as one of Melbourne’s newest neighbourhood restaurants.

From lead generation and launch events to influencer marketing, PR, content creation and Google visibility, every element worked together to create a launch that people talked about online and offline.

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The Challenge

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Launching a brand-new venue means starting with no audience, no reviews and no existing customer base.

The objective wasn’t simply to announce Toni’s opening. It was to create genuine excitement before the doors opened while laying the foundations for long-term organic growth.

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Our Strategy

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Rather than relying on a single campaign, we built multiple touchpoints that worked together.

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Our launch included:

Brand launch strategy

Creative direction

Pre-launch lead generation

QR code campaign and landing pages

Email database growth

Social media strategy

Content creation

Influencer marketing

PR outreach

Launch event planning and management

Event guest list

Google Business Profile optimisation

Organic search strategy (SEO)

Community management

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Building an Audience Before Opening

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Before Toni welcomed its first diners, we created a pre-launch campaign encouraging passers-by to scan a QR code and join the waitlist.

The result was more than 250 email subscribers before opening, giving the venue an engaged audience ready for launch announcements, bookings and future marketing.

Instead of opening to silence, Toni opened to demand.

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Creating a Launch Worth Talking About

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Launch night wasn’t just about filling the restaurant.

It was designed to generate content, conversation and credibility.

The Likes Of You managed the launch event, coordinated guests and creators, captured content throughout the evening and ensured Toni had high-quality photography and video ready for immediate rollout across social media.

The event became the beginning of the venue’s content library rather than a one-night celebration.

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PR & Influencer Marketing

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To maximise awareness beyond Toni’s own channels, we coordinated influencer visits and secured earned media coverage that introduced the venue to new Melbourne audiences.

Launch content was amplified through creator accounts, generating authentic recommendations while helping establish Toni’s digital footprint.

The campaign also secured coverage from 3AW, adding further credibility during the opening weeks.

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Content Built for Social and Search

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Every piece of launch content was created with discoverability in mind.

Reels, carousels and stories included strategic geo-tagging, descriptive captions and consistent brand messaging, helping Toni appear across Instagram, Google Search and Google Images.

Rather than creating content that disappeared after 24 hours, the launch generated long-term digital assets that continue supporting the venue’s visibility.

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Results

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250+ pre-launch email subscribers

Successful hospitality launch event

Influencer collaborations

Earned PR coverage

Google Business Profile optimisation

Immediate library of launch photography and video

Organic search visibility from launch content

Strong social engagement across Instagram

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Services Delivered

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Hospitality Marketing Strategy

Restaurant Launch Marketing

Event Marketing

Launch Event Management

Influencer Marketing

PR

Social Media Marketing

Content Creation

Photography & Videography

Email Marketing

Google Business Profile Optimisation

Local SEO

QR Code Campaigns

Landing Page Strategy

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Looking to Launch a Hospitality Venue?

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Whether you’re opening a café, restaurant, wine bar or retail space, successful launches don’t happen by chance.

We combine strategy, events, content, influencer marketing, SEO and digital campaigns to build excitement before opening and keep the momentum going long after launch day.

Let’s build a launch people actually remember.