fish stories

GUAM VISITORS BUREAU
Market Entrance

PROJECT DATES

January 2019 – June 2019

CHALLENGE

Big Fish was challenged to proactively create an image for Jollibee as a trusted brand that can drive profitable growth for potential lessors and franchisees as well as make a positive impact on the local community without highlighting its prior attempt over a decade ago.

APPROACH

Big Fish led with a laser-focused Public Relations Seeding strategy starting with
an overarching traditional media outreach to a hyper-targeted approach per medium to more intimate and community-involved outreaches through popular key opinion leaders from various demographics. To strengthen Jollibee’s trust in the community, Big Fish connected Mañe’lu, a local non-profit organization focused on mentoring children and empowering low-income communities.

RESULTS

Over 1,000 residents and visitors attended the Jollibee grand opening with the first customer securing his place at 9pm the night before. Over 10 different media outlets from print and broadcast radio &TV as well as 10 different key opinion leaders attended and covered the event with an estimated reach/ impression of 65,222,691 with a 100% positive sentiment to Jollibee’s Market Entrance. This did not include the additional shares from online sources.