With a first edition in Groningen, Cinema Culinair reached national and regional media directly through PR. The result: sold out three weeks in advance and a strong introduction in a new city. We are very proud that we were able to contribute to this, so we are happy to put them in the spotlight once more.
The Company
Cinema Culinair, founded in 2012 by Wies Sanders and Harold Smits, organizes culinary events where film and food come together. And by that, we don’t mean a tub of popcorn during the film. They truly offer a new dimension to the film experience by creatively synchronizing food and film.
During their concept 'What You See Is What You Eat', guests are served dishes that exactly match what is being shown on the screen at that moment. So if you're watching the film Ratatouille, you’ll find yourself practically in the heart of Paris with delicious French dishes.
The News
The traveling concept has been visiting several cities for years, including The Hague, Rotterdam, and Amsterdam, but had never been to Groningen.
For the first time, Cinema Culinair settled in the far north with a series of film and dining events. A new city also meant a new audience that might not be completely familiar with the concept. That’s exactly why it was important to create sufficient visibility in advance and to announce the event's arrival properly.
The Guidance from Presscloud
After an initial demo with one of our representatives, Cinema Culinair got started, and soon, sending out press releases became easy for them. A press release was also prepared via Presscloud for the announcement of the first edition in Groningen. The focus was on the news value of the premiere: a well-known concept coming to the north of the country for the first time.
The press list was (as always) very important, so we were happy to help with that. With the introduction of the concept in a new area, it was crucial to contact all relevant regional media. And so it was done! We also had to guide Cinema Culinair in uploading contacts, as they encountered some problems (and since they are not the first, we hereby promise to make it easier for you).
The Result
Finally, by targeting national and regional media, the story was picked up by, among others, Dagblad van het Noorden, AD Algemeen Dagblad, Sikkom, Liefs uit het Noorden, and Misset Horeca. The combination of a visually strong concept and a clear reason ensured that the media could easily take over the story.
The PR approach provided broad visibility even before the first edition took place. The effect was directly noticeable in ticket sales. “We had never been to Groningen with our traveling film & dining circus, but thanks to a smart PR action, we were suddenly sold out three weeks in advance,” says Rutger van Stigt Thans, co-founder of Cinema Culinair.
Once again, an incredibly beautiful case: a successful introduction in a new city, where PR directly contributed to full houses even before the start of the event! On to many more beautiful (film) stories.
