Last year, the Krasnaya Polyana gambling zone, together with Yandex.Food, launched a unique service for food delivery on a private plane for the first time in Russia. An unusual service for ordering a gastronomic set from the Brunello restaurant was available on the Sochi-Moscow route. The cost of the service was 10,000,000 rubles.
In just three days after the launch of the project, the team received colossal results: more than 1,000 mentions, over 800 authors, and the total audience reach in the media and social networks amounted to more than 95,000,000 people. It is important to note that 90% of publications mention the brand - Brunello restaurant. The high efficiency of the PR campaign is also emphasized by the fact that the project budget was 0 rubles.
RBC, Rossiyskaya Gazeta, Gazeta.ru, Lenta.ru, Moscow 24, Hello! wrote about the unusual service mentioning the Brunello restaurant. Russia, Afisha, Time Out and many other federal media. The project also made a splash in federal publics: “Caution, News”, Wylsacom Red, “Axe 18+”, “Moscow with a Light”, “Old School Marketing” and hundreds of other publics. “Agree, the process of preparing any project is reminiscent of cooking a dish.
The main thing is to make it tasty and useful for business. By the way, about business. Our company has a large number of barriers and limitations, which we try to overcome with such cases. First of all, these are restrictions of the advertising law. In short, we are not allowed to do practically anything. In addition, 18+ and the need to register with a passport. All this applies to the Brunello restaurant, which is located in the Sochi Casino. Here various PR tools come to our aid, in particular viral PR.
We focus on this for one purpose only. The main thing in a PR project is a non-trivial idea. The budget of the project “Delivery for 10 million rubles” was 0 rubles and at the same time received colossal results. Of course, correct implementation, thought out down to every step, is also important. And also strong partners. Here, of course, we thank our colleagues from the Yandex.Food company for their response to the idea and the strong implementation of the case.
I would like to once again emphasize the idea on which the work of our entire department is based. Don't be afraid to experiment and go beyond the norm. And the results will not be long in coming,” comments Elina Kushnirenko, PR director of the Krasnaya Polyana gambling zone.
In April 2024, the authors of the project - the PR team of the Krasnaya Polyana gambling zone - will make a presentation at the finals of the Silver Archer National Award in Moscow and will be able to compete for the main prize - a Silver Archer figurine.