To increase afternoon tea covers at French restaurant, Pavyllon London, located within the Four Seasons Hotel Park Lane, agency came up with the idea to launch a Parisian-themed afternoon tea to align with release of Season 4 of the Netflix hit series Emily in Paris.
Through an official collaboration with the show, a Emily in Paris tea was born and launched to press and influencers. As a result, Pavyllon London saw a 55% increase in covers during the first four weeks of new afternoon tea compared to the previous month.
Widespread press coverage was secured in London and national media with engaging content from some of the UK’s leading lifestyle influencers generated, with a total reach of over 1.2 million.