Why Choosing the Right Influencers Matters in Hospitality Marketing
In Melbourne’s thriving hospitality scene, the right story can fill a room, but the right storyteller can keep it full!
At Turnip Media, we live and breathe food, storytelling, and hospitality. Our team works closely with restaurants, cafés, bars and chefs to bring their vision to life through PR, content creation, digital marketing, and social media strategy. And when it comes to working with influencers? We’re as particular as a head chef choosing produce at the market.
Because not all influencer marketing is created equal.
Influencer marketing in hospo: powerful, but misunderstood
In Melbourne, in the world of hospitality marketing, influencer partnerships are often undervalued or misunderstood. Some see it as fluffy, transactional or purely about follower counts. But for us, and our clients, it’s so much more than that.
The right hospo and food influencers are creators, communicators and true advocates for Melbourne’s food and hospitality culture. They understand what makes a venue sing, how to capture a dish’s personality through a lens, and how to tell a story that resonates with real people.
Done well, influencer marketing doesn’t just create buzz, it brings in new guests, drives engagement, and becomes a crucial part of a venue’s restaurant social media strategy.
Relationships matter in venues… and online
Just like our relationships with chefs, restaurant owners and media, our relationships with influencers are built on trust, consistency and shared values.
Many of the creators we collaborate with have been part of the Turnip Media family for 7–8 years, and some have become genuine friends. We’ve sat at tables together, shared meals, worked across campaigns, and seen venues launch, grow, and evolve.
We don’t work with just anyone and we never outsource blindly. We choose influencers who get hospo. They’ve spent years honing their craft in food photography, social strategy, writing and content production. They’re people who respect venues, understand front and back of house culture, and bring a deep love for the Melbourne food and dining scene to every project.
How we work with influencers at Turnip
Influencer partnerships with Turnip are highly curated and collaborative. Here’s how we do it:
- We brief with purpose: Before any content is created, we align with our clients on what the goal is. Whether that’s boosting bookings, launching a new menu, or building brand awareness.
- We match the right voice to the right venue: We handpick creators whose audience aligns with the client’s target market, ensuring authenticity, engagement, and results. This is why our approach to hospitality and PR sets us apart.
- We nurture long-term relationships: Great content comes from trust and understanding. By building relationships over time, we create smoother workflows and more meaningful results.
- We go beyond the ‘gram: Our influencer campaigns often include blog articles, newsletter content, TikTok and Reels, depending on the brief. And it’s all backed by strategy, not guesswork.
The result? Real reach, real impact
We’ve seen firsthand how the right content, shared by the right creator, can lead to new customers, brand loyalty, and word-of-mouth that lasts.
When an influencer truly understands your offering – not just your aesthetic – their audience feels it too. They’re not just “posting a photo”; they’re telling a story that drives action.
Influencer marketing can make a powerful impact, especially in a vibrant, experience-driven industry like hospitality:
- Boosts brand visibility
Influencers introduce your venue to new, highly engaged audiences who are likely to trust and explore their recommendations. - Builds credibility and trust
When a creator with a loyal following shares their genuine experience at your venue, it acts as a modern form of word-of-mouth that people believe. - Adds fresh creativity to your content
Influencers bring their own voice, style, and storytelling flair, helping your content stay dynamic and relevant across platforms. - Drives meaningful engagement
Their followers often respond actively through likes, comments, shares, and direct messages, sparking real conversations around your brand. - Reaches niche markets with authenticity
Whether it’s plant-based diners, cocktail lovers, or local foodies, influencers can connect with specific communities in ways that feel personal and natural.
It’s all about the people (and the plate)
At the heart of everything we do – whether it’s PR, social, content or influencer work – is one core belief: hospitality is about people.
And so is great marketing.
If you’re a chef or a venue looking to collaborate with creators who actually get you, or a food-lover with a camera and a serious palate who’s passionate about Melbourne’s dining scene, let’s chat.
Get in touch with Turnip Media to talk about tailored influencer strategies that actually work.
In a Nutshell
Influencer marketing works best when it’s strategic, not superficial. It’s about real people, real stories, and real results. A successful campaign taps into trusted voices to bring your brand to life, but it needs the right approach:
✅ Partner with influencers who truly align with your brand and audience, so they’ll share your story in a way that resonates.
🎯 Integrate influencer content into your broader marketing strategy.
🔁 Focus on long-term relationships, not just one-off posts; the most impactful results come from ongoing relationships. Just like in hospitality, consistency and connection are everything.
Turnip Media respectfully acknowledges that we live and work in Naarm, the traditional land of the Kulin Nation.
We pay our respect to Elders past and present, and acknowledge the pivotal role that Aboriginal and Torres Strait Islander people have, and continue to, play within the Australian community.
Sovereignty was never ceded.
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