ARGO: ARGO Cookbook, a New Menu Launch

Situated at Four Seasons Hotel Hong Kong and ranked #28 in the World’s 50 Best Bars 2022 list, ARGO embarked on a journey of innovation and exploration with the launch of its second menu in November 2022.

Named “ARGO Cook Book,” the new menu pays homage to Hong Kong’s epicurean traditions and rich gastronomic experiences. Its collection of cocktails celebrates the essence of a Hong Kong kitchen, aiming to surprise, delight, and evoke nostalgia while introducing new flavours.

As the Assistant Director of Marketing Communications for the brand at the time, I spearheaded integrated marketing & PR strategies for the menu launch. My responsibilities included setting campaign objectives, crafting a comprehensive action plan, overseeing the production of all marketing collateral and press releases, managing media invites, developing content for email marketing, delegating tasks to the Social Media Manager for social media postings, and monitoring the campaign timeline and results.

I set the objectives for the campaign as follows:
• Create awareness among guests both inside and outside of the hotel.
• Consolidate ARGO’s identity as a pioneer in innovative creations.
• Generate buzz leading up to the menu launch.
• Attract media attention and secure coverage opportunities.

Here is an overview of my action plan:

Pre-launch Period:
» Consolidated the concept with the creative team and identified key selling points.
» Teased the media's interest by including a teaser line about the new menu in the announcement of ARGO being named one of the World’s 50 Best Bars a month before the launch.
» Consolidated the concept of the media launch event.
» Extended invitations to key media outlets for the menu launch event.
» Proofread the content and design of the menu, ensuring timely delivery before the launch day.
» Produced images and videos of the new menu.
» Prepared communications material for social media postings, paid social, and in-house promotional material (such as guest letters and promotion screens).
» Collaborated with like-minded brands to produce new branded products, e.g., ARGO beer.

Launch Day:
» Ensured a seamless operation of the media launch event, providing media with an overview of the concept and potential coverage angles.
» Announced the menu launch through strategic social media posts.
» Featured the news on the hotel’s in-house communication channels.
» Raised awareness among hotel guests through front-line staff engagement.

Post-launch Period:
» Implemented a social media schedule strategically aligned with the menu structure.
» Showcased creations from the new menu at the media Christmas Party held shortly after the launch to further boost media’s interest.
» Sent themed gifts to mainland China media, tapping into a newly accessible market.
» Promoted the new menu to loyal guests through e-newsletters.
» Included an ARGO experience in the itinerary for every journalist visiting from overseas.

With a combined effort with the Marketing & PR team and F&B team, supported by other departments in the hotel, the launch was successful with the following achievements:
• Generated positive coverage in major media outlets, resulting in coverage valued at over HKD$150,000 (£15,000).
• Secured coverage from mainland China and overseas media, expanding awareness beyond the home base.
• Contributed to a 40% growth in overall revenue for the year.
• Played a pivotal role in ARGO winning Bar of the Year accolades.
• Played a key part in ARGO’s marketing plan winning the Four Seasons’ awards, earning the Hong Kong property the title of Restaurant and Bar Marketing Hotel of the Year.