Sydney-based public relations company Agent99 has announced 40Res as the winner of its inaugural food and beverage support program.
Josh Raine (ex-Tetsuya’s executive chef) and Keliann Zellman opened 40Res wine bar in Surry Hills in March, with Michael Tran (formerly The Bellevue and Clove Lane) fronting the kitchen.
The restaurant will receive $20,000 worth of pro-bono marketing, public relations, and communications consultancy from Agent99. The agency announced the program earlier this year as an initiative to assist the hospitality sector during difficult economic times.
“We’re beyond thrilled to have been selected. It means a lot to be recognised by a team as passionate and experienced as Agent99. We’ve already felt a strong connection, and we’re looking forward to building something truly impactful together,” said Raine.
Agent99 selected the restaurant as one of the top three applicants from a “high-calibre” list. Following in-person deep dive conversations with the finalists, the agency awarded the support to 40Res, noting its compelling blend of clarity, creativity, and soul.
Agent99 Director and Founder Sharon Zeev Poole added that they felt a sense of chemistry and value alignment from their first meeting with the restaurateurs. “They are passionate about what they do and strive for nothing less than excellence. We’re so excited to help them share their story and gift with Sydneysiders.”
“We’re excited to work closely with them and bring our full suite of strategic and media expertise to help them reach the next level,” added Agent 99 Senior Account Director Nicole Robertson.
The worth of public relations can be significant to the hospitality sector, especially in the age of AI. As more than half of Australians now use generative AI, with many moving away from the traditional search engines, it’s crucial for restaurants to show up in these searches. A report from Leoprd in April this year showed that 62 per cent of AI mentions stem from third-party sources including editorial coverage, reviews and awards – an indication of the importance of strategic public relations campaigns.
The agency plans to provide 40Res with strategic support to “shape and amplify the brand’s narrative, foster meaningful media and influencer relationships, and roll out a high-impact, integrated campaign that positions 40Res as one of Sydney’s most exciting new dining destinations”.
