Launching Syrco BASÈ – Bringing a Two-Michelin-Starred Vision to Indonesia

Campaign Overview

In January 2024, Syrco BASÈ opened in Ubud as Indonesia’s first culinary hub led by a two-Michelin-starred chef, Syrco Bakker. The destination combined five distinct spaces—a fine dining atelier, a conscious restaurant, a cocktail bar, a garden, and artisan shops—into one immersive culinary journey rooted in the principles of Traceability, Nature, and Transparency. SCOP3 Group partnered from the pre-opening phase with a comprehensive PR program designed to deliver national and international visibility through media relations, creative storytelling, press releases, and tailored interviews, while producing original content to support both traditional and digital media platforms.

Objective

The campaign aimed to introduce Syrco BASÈ as a groundbreaking addition to Indonesia’s hospitality and dining scene, leveraging the reputation of Chef Syrco Bakker as a two-Michelin-starred talent to establish immediate credibility and strong positioning. Beyond highlighting the restaurant as a dining destination, the goal was to frame Ubud not only as a cultural and wellness hub, but also as a rising luxury gastronomy capital. A focus was placed on embedding Syrco BASÈ’s philosophy of Traceability, Nature, and Transparency into all storytelling, ensuring resonance with both luxury travelers and conscious diners.

Conclusion & Results

SCOP3 Group’s launch campaign successfully positioned Syrco BASÈ as a distinctive new force in Bali’s culinary landscape.

  • 153 media coverages across national and international outlets including Channel News Asia, Condé Nast, Traveller,and leading Indonesian lifestyle publications
  • 32.6M estimated views across traditional and digital platforms
  • Over USD 2M PR value across print and online platforms
  • Campaign also engaged local food community and government stakeholders, reinforcing Syrco BASÈ’s role as both a culinary destination and cultural contributor

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JAKARTA

Menara Batavia, 11th Floor
Jl. K.H Mas Mansyur, Kav 126
Jakarta 10220, Indonesia

T: +62 21 573 7070

F: +62 21 574 7733

[email protected]

BALI

Jl. Bypass Ngurah Rai No.20, Sidakarya, Denpasar, Bali 80224, Indonesia

T: +62 (361) 281 184

[email protected]

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