Australia’s first ever 5-star, 2 storey pop-up restaurant.

At two storey’s high and located at St Mary’s Cathedral, this pop-up restaurant was a first of its kind and brought an entire new meaning to ‘service’ for AMEX.

A rotation of celebrity and ex MasterChef talent hosted a three course meal each night, wandering around to each table to chat one on one with the diners.

We structured access to the restaurant so that members were given pre-sale ‘access’ and exclusive VIP seats. So that non-members could also experience the service they were given access via general admission tickets.

We shared the content from each night through AMEX and MasterChef pages. Within the TV show we negotiated break interrupters, unseen footage and a first ever product mention during the highest rating moment of the show – the winner announcement whereby we gave the finalists a cash prize to ‘realise their potential’.

The restaurant reviews are in – it was a massive success.

30% increase in brand recognition.

50% increase in personal service brand perception.

21% increase in card applications.

PR generated at $400,000.

4,000 people went to the Mchef restaurant.

3,375 tickets sold (sold out).

1,033 photos tagged on FB.