CLIENT: InterContinental San Diego / Garibaldi

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SCOPE: Social media, integrated marketing, branding, website development, public relations, collateral, physical design

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GOAL: To position and build awareness for a unique new food and beverage outlet

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CAMPAIGN: How do you promote something that is supposed to remain a secret? That was the challenge when we were tasked with helping InterContinental San Diego launch their new speakeasy bar and restaurant, Garibaldi. Historically, speakeasies have operated off word-of-mouth. We chose to utilize the modern equivalent - social media influencers - to preserve the authenticity of the experience and spark curiosity through awareness.

 

To reach a broad, local audience, we identified 10 San Diego Instagram influencers in various verticals, including fitness, fashion and food with a combined audience of over 900,000 followers. We coordinated a photo shoot for each influencer in a different iconic San Diego location with the same eye-catching prop: a vibrant orange scooter that would eventually live in the restaurant to encourage Instagram photos from guests. In the two weeks leading up to the restaurant opening, the influencers staggered posts of the images with the same teaser messaging “A new speakeasy is coming to San Diego. Can you @catchgaribaldi?” A similar print campaign ran simultaneously in local lifestyle publications, also directing people to the restaurant’s social account. After all influencers had posted, the campaign ended with a "reveal" article by Eater San Diego.

 

In addition to the launch campaign, we also led the branding efforts, website build, and even developed the discreet, password-protected entrance process that involved an antique diving helmet hidden in the lobby.
 

RESULTS:

 

• 1000+ reservation covers booked prior to restaurant opening

• Sold out opening party, raising over $5,000 for charity

• 10,000+ interactions on influencer campaign posts

• Follower and engagement rate above established area hotel bars/speakeasies (no paid or fake followers)

• Engagement rate over 3% even during pandemic/closure