11 Westside

In September 2017, 11 Westside officially launched in Kennedy Town, the first of Westside Hospitality Ltd’s ventures in Hong Kong to provide a unique space for Hong Kongers to drink, eat and socialise. The casual taqueria is led by L.A.’s very own ‘Taco King’, chef Esdras Ochoa, aiming to offer the best Mexican cuisine and craft cocktails available, in a comfortable, familiar and fun environment that reflects where the founders have come from.

Strategy

In order to build and develop strong initial brand presence in Hong Kong’s cutthroat F&B industry, Voltage X had to build strong relationship foundations between 11 Westside and targeted media publications. Voltage X debuted 11 Westside through public relation channels such as press release write up and media pitching to secure a series of media tastings which were crucial to ensure 11 Westside remained at the forefront of Hong Kong’s new and upcoming dining scene.

Key Result

The goal of educating people in Hong Kong about Mexican food and the story of 11 Westside was achieved through a series of interviews with Executive Chef Esdras Ochoa and Beverage Director Daniel Eun. As a result, Voltage X secured over 80 clippings from one press release within a 3 month duration, including 35 high quality features.

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