Hospitality & leisure;

Content;

PR;

Authentic Thai Restaurant based in Newcastle upon Tyne, Mantra Thai, utilised the PR services of Allies Group to promote their ‘Journey to Thailand’ tasting menu. The eight course tasting menu offers a series of chef-curated  dishes.

Challenges

The challenge was to create and implement a PR strategy to promote Mantra Thai’s ‘Journey to Thailand’ Tasting Menu to the North East public. 

Allies Group needed to devise a PR plan that would engage with the local press, reach the restaurant’s target audience, put their menu in front of as many people as possible and capture their interest.

Additionally, a key objective of the strategy was to educate new customers on Thai cuisine and what is included in a tasting menu. Allies Group understood that to achieve this goal they would have to use their extensive list of strong media and influencer connections within the hospitality sector and the North East.

Solution

Allies Group developed and implemented a holistic PR and communications plan that covered all aspects of their capabilities, this included:

  • Arranging a press night at Mantra Thai for five media outlets to try and review the ‘Journey to Thailand’ tasting menu. The Allies Group PR team curated a list of relevant media outlets that would best promote the tasting menu and reach the restaurant’s target audience. 
  • Writing and distributing a press release to local media about the tasting menu.
  • Reviewing the tasting menu for Allies Group’s own luxury magazine – Luxe and publishing it online and in print along with featuring in Luxe at Large weekly email newsletter.
  • Introducing Mantra Thai to retailing giant Fenwick, securing a table booking for 13 people for a corporate meal as well as a meeting to discuss retailing in Fenwick and/or a pop up restaurant.
  • Introduced Mantra Thai to real estate agency Wisemove to potentially create an event for up to 50 people.
  • Sourced contact for Quayside Sunday Market to enable Mantra Thai to connect with more people visiting the market on Sundays.
  • Introduced Mantra Thai to popular, Newcastle-based lifestyle and travel blogger – Steph Fox, who visited the restaurant for a review.

Along with producing PR content, Allies Group utilised their extensive connections to help build the profile of Mantra Thai and the tasting menu.

Result

The implementation of the PR plan proved to be successful with five top-tier pieces of coverage, with an estimated viewership of over 49.7k , an audience of 13.3m and 143 engagements. 

Our thoughts on Mantra Thai’s 8 course tasting menu

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Eight courses of excellence: A trip to Mantra Thai

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Review: Mantra Thai’s Tasting Menu

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The Newcastle Thai restaurant serving up a unique eight-course tasting menu

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We are delighted with the PR service that Allies Group offered, they have a wealth of experience and a vast number of connections that we wouldn’t be able to find elsewhere. Allies Group helped promote our tasting menu to the local media and build relationships with influential businesses that will help elevate our menu to a larger audience. Following the successful promotion of our tasting menu, we have continued to work with Allies Group on our wider PR strategy. We would recommend Allies Group to other businesses looking for PR support.

Punnapats Thitiwisarnwong (AiR)
Project Manager

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