CASE STUDY: STRATEGIC PR & EVENT ACTIVATION

Sumo Sushi & Bento: 25th Anniversary Celebration

Campaign Date: 27th November 2025
Campaign Focus: Brand Milestone Celebration, Media Relations & Influencer Engagement.
Tagline: "25 Years of Taste from Our Hearts to Your Plate"

Executive Summary

Belvedere Marketing & PR orchestrated a comprehensive PR and event activation campaign for Sumo Sushi & Bento's landmark 25th Anniversary celebration. The integrated strategy combined premium media outreach, influencer partnerships with 15 content creators, and an experiential gala event to reinforce Sumo's position as Dubai's pioneering Japanese restaurant.

Figure 1: Celebrating 25 years of Sumo Sushi & Bento.

Key Achievements

Premium Media Coverage: Secured from Gulf Buzz and Gulf Good News.
Influencer Engagement: 15 influencers engaged with 87 Instagram Story frames and 4 Reels.
Amplification: Multi-platform reach across Instagram Stories, Reels, and TikTok.
Total Social Impressions: 226K+ (226,840 from Stories and Reels).
Event Success: Sold-out 25th Anniversary gala (52 estimated guests).
Positioning: Enhanced status as Dubai's original Japanese dining establishment.

Campaign Strategy & Objectives

Strategic Objectives

Brand Heritage Amplification: Reinforce Sumo's 25-year legacy.
Media Visibility: Secure coverage from top-tier lifestyle media.
Social Proof Enhancement: Leverage influencers to reach younger demographics.
Event Memorability: Create an immersive, Instagram-worthy celebration.
Customer Loyalty: Strengthen emotional connections with existing customers.

Target Audience

Primary: Dubai's dining enthusiasts (25–45), fine-dining aficionados.
Secondary: Lifestyle influencers, media professionals, business leaders.
Tertiary: Long-standing customer base built over 25 years.

Media Strategy & Coverage

We secured high-impact coverage to validate the brand's heritage.

Gulf Buzz (25 Nov): "Dubai's OG Sushi Spot, Sumo Sushi & Bento Just Turned 25". (100K+ Reach).
Gulf Good News (30 Nov): Success-story narrative and business growth journey. (75K+ Reach).

Outlet	Date	Focus	Est. Reach
Gulf Buzz	25 Nov 2025	Brand Heritage	100K+
Gulf Good News	30 Nov 2025	Success Story	75K+
Combined	—	Organic Reach	175K+

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THE RESULT: 450K+ Estimated Impressions (Social + Referral). 175K+ Combined Organic Reach.

Influencer & Content Strategy

We activated 15 influencers across Instagram and TikTok to drive authentic engagement. Analytics showed strongest engagement on storytelling formats showcasing food preparation and live performances.

Participation Overview

Story-only: 9 influencers
Story + Reel: 5 influencers
Story + TikTok: 1 influencer
Total Output: 87 Stories, 4 Reels, 1 TikTok.

Social Amplification

Hashtags: #Sumo25Years #SumoAnniversary #TokyoToJumeirah #SumoSushiDubai

Figure 2: Authentic content generation across Instagram and TikTok.

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THE RESULT: 226,840 Total Social Impressions. 4 High-performing Reels.

Event Activation: 25th Anniversary Gala

The gala was an immersive celebration blending Japanese cultural performances with curated food experiences. The targeted guest list included media, influencers, and VIP profiles.

Event Program Flow

Time	Activity
6:30–7:00 PM	Welcoming Guests & Registration
7:00–7:20 PM	Official Start & Welcome Speech (CEO/COO)
7:20–7:30 PM	Sakura Dance (First Performance)
7:30–7:40 PM	Highlights of 25 Years & Sumo OG Box
7:40–7:50 PM	Japanese Mask Man (Second Performance)
7:50–8:00 PM	Obon Dance (Third Performance)
8:00–8:15 PM	Dinner & Photo Experience
8:15–8:30 PM	Quiz, Giveaways & Fan Dance
8:30 PM	Mask Man Finale & Closing

Figure 3: Guests enjoying the immersive gala atmosphere.

Menu Highlights

Appetizers: Edamame Crabstick, Ebiko Salad, Nasu Dengaku, Prawn Tempura.
Sushi/Nigiri: Samurai Roll, Crunchy Crazy, Super California, Rock N Roll, Oman Lobster, Musu Salmon, Snow Eel.
Temaki: Spicy Tuna, Sake & Avocado, Super Cali.
Dessert: Yuzu Cheesecake.

Figure 4: A curated tasting menu featuring 25 years of signature dishes.

Creative Execution

Theme: "25 Years of Taste from Our Hearts to Your Plate". Visual identity leaned on a blue Japanese-inspired palette with minimalist typography.

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THE RESULT: 52 Guests (Sold Out). Balanced mix of creators, journalists, and loyal customers.

Performance & Impact Analysis

Event Attendance & Guest Engagement

A targeted guest list of 34 invitees was curated across media, influencers, and VIP profiles, each invited with a plus one to ensure strong table-fill and social proof. This mix created a balanced room of content creators, journalists, loyal customers, and brand friends, maximizing in-venue energy.

Metric	Count
Total Invitees	34
Accepted RSVPs	26
Declined RSVPs	8
Plus One Offered	33
Estimated Headcount	52

Sumo Sushi 25th Anniversary Event Attendance

Figure 5: A full house celebrating 25 years of Sumo Sushi & Bento.

Campaign Performance Tracking

Metric	Target	Outcome
Influencer Posts	15+	Achieved: 15
Story Frames	75+	Achieved: 87
Reels Published	3+	Achieved: 4
Total Impressions	—	219,840+
Event Status	Full	Sold Out

Deliverables Summary

✅ PR: 2 major media placements, press release development.
✅ Event: Full production, 5 cultural performances, photo/video documentation.
✅ Social: 15 influencer partnerships, 92 content pieces, UGC curation.
✅ Collateral: Programs, menus, invitations, signage.

Conclusion

The 25th Anniversary campaign successfully amplified Sumo Sushi & Bento's brand heritage. By combining earned media, influencer marketing, and live event storytelling, Belvedere Marketing & PR strengthened Sumo's positioning as Dubai's definitive Japanese dining heritage brand.

The initiative created both immediate buzz and long-term brand equity around this milestone moment.