Gilt Brasserie

The Project

When renowned restaurateurs Josh and Helen Emett prepared to launch Gilt, their third independently owned restaurant, they partnered with Hustle & Bustle to build anticipation and establish the venue as Auckland's newest must-visit dining destination.

Located in the heart of midtown on O’Connell Street, Gilt represented more than a restaurant launch, it was an opportunity to celebrate the transformation of central Auckland and reinforce the Emetts’ reputation as leaders in New Zealand hospitality.

Our Approach

We developed a phased communications campaign designed to generate excitement well before opening day. Through strategic media engagement, content creation, and storytelling, we introduced Gilt to Aucklanders while shining a spotlight on the revitalisation of midtown.

A steady stream of behind-the-scenes content, interviews, podcasts, and social media activity gave audiences an insider's view of the journey, building momentum throughout the lead-up to launch. This culminated in a series of exclusive opening events that welcomed media, corporates, industry leaders, and key community groups to experience Gilt firsthand.