Yamanote Atelier is a homegrown, artisanal Japanese bakery and café concept that opened its doors to the public in 2013. What started out as one little bakery, quickly expanded to include 13 branches all around the UAE – building up an undisputed reputation for irresistible bakeries, desserts, and savory dishes.
In light of Yamanote’s new branch opening at Mirdif Hills, the team was looking to increase footfall at its newest spot.
The Cameo team put in place a three month PR strategy and plan, focused on increasing the awareness level around the Mirdif Hills branch and increase in-store footfall, with a key focus on the general target demographic of Yamanote and that which is present in that area.
We ideated and activated monthly public relations events, placing a key focus on brand partnerships and collaborations. Our first event involved a key collaboration between Yamanote and Lily Fleur, a regional flower boutique and H&M Home’s official flower partner, whereby influencers were invited to curate their own bouquets as they sipped on Yamanote’s specialty coffees and indulged in their festive treats of the season. The Cameo team exceeded its target attendees for the event, securing 15 guests and garnering 32,500 dollars in ad value.
The Cameo team distributed monthly press releases shedding light on the new store and offering. We secured features in key titles, such as What’s On, Time Out, Nawa3em and more.
We spotlighted Yamanote’a key talents, including their Head Pastry chef Nizar Zeitouni – securing an exclusive recipe feature on Gulf News Food.