Hungry
In Shanghai
Published by The Asia Collective, "Hungry in Shanghai" is the definitive dining guide for Shanghai, introducing readers to the city’s top 40 dining venues. Available in both print and digital formats, the guide not only serves as a navigator to the best eats in town but also offers exclusive savings at featured establishments.
The Challenge
Launching the first edition of "Hungry in Shanghai" presented a unique set of challenges, including capturing the essence of Shanghai's vibrant dining scene in a compelling guide that appeals to both locals and tourists. The objective was to create engaging content that showcased each venue's uniqueness while building a robust promotional strategy to maximise reach and readership.
Deliverables
Content Creation
Wrote, edited, and proofread engaging descriptions for the 40 featured dining spots, ensuring each entry captured the unique ambiance and culinary strengths of the restaurants.
Social Media & PR Strategy
Developed and optimized content strategies for Instagram and WeChat, engaging with the community through informative posts and enticing visuals. Managed public relations efforts by coordinating with key influencers and media to secure coverage and build anticipation before and after the launch.
Photography
Conducted photoshoots of partner restaurants and their hero dishes, providing visually stunning content for both the guide and its social media platforms.
Business Development
Actively recruited a diverse array of restaurants and bars to join the "Hungry in Shanghai" guide. This involved reaching out to potential partners, presenting the benefits of the guide, and negotiating terms that aligned with both the guide's and the venues' goals.
Event Coordination
Organised and directed media dinners and photoshoots, enhancing visibility and fostering partnerships with and between local eateries and influential figures in the food and beverage industry.
Partnership Management
Worked closely with the recruited restaurants and bars to structure compelling offers for the guide's readers. This included coordinating the details of the offers to ensure they provided value to diners while also enhancing the appeal and reach of the participating venues.
The launch of "Hungry in Shanghai" was met with enthusiasm and acclaim, quickly becoming the go-to resource for food lovers in Shanghai. The guide’s beautiful presentation and insightful content led to significant media coverage and social media engagement, resulting in increased bookings and savings for members. Restaurants featured in the guide reported heightened interest and foot traffic, attributing this boost to their involvement in the project.
Results?
Let’s work together.
Whether it’s a city guide or a brand story, let’s cook up something great together. Reach out today, and let’s discuss how we can create content that not only looks good but tastes great to your audience. Get in touch now for a consultation on how to elevate your project with captivating writing, photography, and strategic promotions.
Ready to spice up your content and strategy?