INTRODUCTION
Following the success of India Rosa restaurants and the cocktail bar Mlle Rosa, the Sandhu family introduces another standout destination with Héritaj, nestled in the heart of Old Montreal. More than just a restaurant, Héritaj is a place where the refinement of French cuisine meets the boldness of Indian flavors. To mark the opening of this unique venue, Franchir implemented a multichannel visibility strategy, leveraging traditional media, influencers, and digital platforms to position Héritaj as a must-visit on Montreal’s culinary scene.
OBJECTIVES
Generate awareness through media, social networks, and influencers.
Encourage target audiences to visit the venue and recommend it to their community.
Position Héritaj as a new culinary landmark in Old Montreal.
Highlight the restaurant’s distinctive offering: Chef Arnaud Glay’s expertise and his Indo-French fusion cuisine, refined decor, unique concept, and ambiance.
GAME PLAN / STRATEGY
The public relations campaign was structured in three phases:
Before the opening
- Targeted invitations sent to media, content creators, and public figures
- Selection of profiles from the culinary, lifestyle, and even beauty sectors to maximize reach and diversify the content generated
During the event
- Opening night in a 5 à 7 format: meet-and-greet with the owners, menu tasting, and venue tour
- On-site creation of Stories, Reels, and TikToks
After the opening
- Press release sent to specialized media (lifestyle, food, design, business)
- Personalized follow-ups to ensure media coverage
RESULTS
Overall visibility
- 8,131,402 total impressions
- 6,825,000 impressions in traditional media (local and national)
- 1,306,402 impressions generated by influencer content
Media coverage
- 24 confirmed media mentions, including: La Presse, Le Devoir, Noovo Moi, Silo57, Restomontreal, The Main, and more
- 90% of mentions included an image
- 100% included a link to the website
- 1 interview with La Presse
Influencer content
- Over 40 influencers attended the event
- Estimated reach of 1,306,402 impressions through Stories, Reels, and TikTok
- An average of 3 Stories per influencer
- 18 Instagram Reels and 1 TikTok published
HIGHLIGHTS
- 8,131,402 total impressions
- 24 media mentions, 100% of which included a link to the website
- Over 40 influencers attended the event, resulting in strong engagement from Montreal’s foodie and lifestyle communities
- An average of 3 stories per person, all referencing Héritaj’s social media, for an estimated reach of 1,306,402 impressions across social platforms
- A largely positive tone across mentions, highlighting the quality of service, culinary experience, and refined decor
