The challenge of Michelin itself was its presence and brand story in the eyes of the public - where raising awareness on the arrival of MICHELIN Guide in Malaysia was crucial. The challenge of debuting a brand and building MICHELIN Guide’s public profile in Malaysia and Southeast Asia.
ROOTS deployed both PR and Influencer Engagement initiatives to raise awareness and educate the media and public on MICHELIN, its Guide, and what the brand represents. A full-fledged gala dinner and press conference with exclusive media interviews with Tier 1 media was held at Berjaya Times Square Hotel, Kuala Lumpur.
ROOTS managed the entire PR and Influencer Engagement activities, from the collation of PR materials, spokesperson briefings, interview management, as well as the press conference where both media and influencers were given facetime with the chefs and restaurants, including our International Director of MICHELIN Guide, Gwendal Poullennec.
The event was graced by luminaries such as Tan Sri Vincent Tan - Founder of Berjaya Corporation Berhad; Syed Saddiq - Politician and Member of Parliament; YB Yeoh Soon Hin - Penang State Executive Council Member for Tourism and Creative Economy; Chryseis Tan - Co-founder of CF Capital; and SM Faliq SM Nasimuddin - Founder of CF Capital; members of the media; as well as KOLs from Malaysia and Thailand.
We managed to achieve beyond the set KPI of 2 million PR value, with an attendance of 59 media pax from 42 media titles across print, online, and social media. The media and influencers who attended had first-hand experience in the announcement of the 97 selected restaurants for the MICHELIN Guide 2023.
To date, the team has garnered over 360 organic coverages, amounting to over 15 million in PR value with over 13,000 shares of articles and social media postings by both media and influencers invited. The impact of the announcement and brand presence has become a conversational piece of every Malaysian, garnering ample social conversations and awareness of the brand and what it does as a whole.