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HYPE launches world’s most expensive biryani at Bombay Borough



What we did

Bombay Borough was looking to make some noise in the Dubai F&B industry, and enlisted HYPE to help with the challenge and launch the world’s most expensive biryani – The Royal Gold Biryani. Through a press office and media and influencer relations campaign, HYPE built relationships with key journalists and influencers to spread the word about Bombay Borough’s Gold Biryani far and wide!


How we did it

In order to get people talking we first built the story that would ensure the restaurants messaging and values shone through. Following this, we took a four-pronged approach to the campaign to ensure we were targeting all sectors and securing meaningful coverage along the way:

· Organised private tastings with identified top media titles across a range of sectors

· Organised and assisted with video shoots

· Organised interviews with top broadcast media – issuing key messaging documents to spokespeople

· Organised influencer group tastings


Results

Following the successful launch of Bombay Borough’s The Royal Gold Biryani, HYPE was delighted to have secured the restaurant over 100+ pieces of media coverage across a range of local and international media, including identified top tier titles BBC, The Telegraph, Khaleej Times and The Times of India.


The coverage secured reached an audience of over 100 million and a PR value of over $10 million. In addition to the mass amounts of coverage seen, HYPE helped shortlist Bombay Borough for the Time Out Restaurant Awards 2021.


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