High-end Victorian restaurant Brae saw online inquires increase seven-fold directly after it was featured on The Australian Financial Review’s Top 100 Restaurant list, demonstrating the enduring impact and influence of print media.
The AFR generated as much as 20 per cent more trade for establishments featured in its peer-reviewed Top 100 list, published in May. Brae co-owner Julianne Bagnato said the restaurant had to double how far in advance it took internet bookings from three months to six months “because particularly on Saturdays now, you basically can’t get in”.
Brae – which came in fourth on the list – is the latest case-study to feature in The Newspaper Works’ Influential by Nature advertising campaign that has so far demonstrated how newspaper media delivered better prices for property sellers, protected 10,000 mining jobs and united more than 650 brands in a historic marriage equality campaign.
The latest installment of the Influential by Nature campaign will be featured for three weeks across all News Corp Australia’s metro mastheads, major Fairfax Media titles including in its Good Food section, APN News & Media titles, The West Australian as well as on associated news media websites and trade channels.
Brae is in a secluded location on 30 acres of productive land around 1.5 hours from Melbourne, so has to rely on media to stay in the minds of its potential customers.
“The AFR market is probably aware of us if they read the food and wine pages, but it extended beyond that to people who might not necessarily read those pages,” Ms Bagnato said.
“This puts it right in their hands, it’s a whole new group of people hearing about it and making a booking.”
Other restaurants topping The AFR list include Victoria’s Attica and Sydney’s Quay restaurants.