Communication · ROOTS PR
Michelin Guide Officially Launches in Malaysia
Bringing the world’s most famous restaurant guide to Malaysia, and making its arrival the conversation of the season.
- 59 Media representatives
- 360+ Organic coverages
- RM 15M PR value
- 97 Restaurants announced
The Challenge
Introducing an icon.
The challenge was to build Michelin’s brand awareness and presence in Malaysia, communicating the significance of the Guide’s arrival to both public and media audiences, in a market meeting it for the first time.
The Solution
A launch worth the stars.
ROOTS delivered integrated PR and influencer engagement, anchored by a flagship event:
Attendees included business leaders, government officials and key opinion leaders from Malaysia and Thailand.
The Impact
The talk of Malaysia.
The launch drew 59 media representatives from 42 outlets and generated over 360 organic coverages , RM 15 million in PR value and more than 13,000 shares, with 97 restaurants announced for the MICHELIN Guide 2023. Against an original KPI of RM 2 million in PR value, the results were emphatic.
Against a 2-million KPI, the launch delivered 15 million in PR value, and made Michelin the talk of Malaysia.
