The Isrotel Royal Beach Hotel, which is heavily reliant on tourists, suffered a setback during the pandemic and has struggled to recover. To give it a little encouragement boost and a positive buzz, we decided to harness the hotel's pastry chef, Anat Amram Alon, who then participated in a popular reality show on Keshet 12 called "The Perfect Dessert". The chosen project was to create a sweet pop-up event.
The project's small budget was mostly spent on on-site branding and signage. The media strategy was to work with micro-influencers, alongside traditional PR work, to reach the target audience of young foodies in Tel Aviv.
In the opening morning we held an event for reporters and influencers, with the participation of the network's CEO, the hotel main chef and Anat Amram Alon. Participants were treated to a festive reception, Anat's desserts show, a discussion about promoting culinary in Isrotel in the coming years and of course a taste of the five selected desserts and cocktails.
The combination of traditional PR with influencers quickly led to the desired result: the hotel lobby was packed, the desserts ran out and the targeted audience was directly exposed to the event. The pop-up, which was created in only ten days, was a huge success, and it was even extended for another week.