PS.CAFE by the Sea

19 April 2020

Objective:

Pioneers of Singapore’s café culture, PS.Cafe was launching its eighth outlet PS.Cafe by the Sea at East Coast Park, making this their first foray out East, away from the hustle and bustle of the city centre. W was tasked to conceptualise a launch strategy that made it fresh and exciting for the familiar fans, media and influencers alike.

Strategy:

W curated a cohesive brand story for PS.Cafe by focusing on its waterfront location while staying true to the homegrown brand, with a menu celebrating seafood while introducing a special Junior section. A thoughtfully planed media tasting programme was implemented, ensuring we hosted intimate sessions with key journalists across dailies, food, lifestyle, online and parenting titles.

Results:

The media tastings across lifestyle and food media and influencers resulted in extensive coverage online and on social media.

• 93 media, influencer and guest attendees for media tastings

• Over 26 million impressions across print, online and social media

• 291 pieces of coverage for the launch