The Solution
Bring Back The Shack!
GSC leveraged the massive amount of interest in the original restaurant as well as its celebrity patronage (Princess Diana, William and Harry amongst others) and created the ‘Bring Back The Shack’ campaign through social networking sites, media, and word of mouth to generate a buzz and excitement for the restaurant to re-open. With thousands of letters begging for its return, London media got behind the campaign, highlighting the excitement around the much-loved brand.
Launch event and targeted media campaign
• Organise and PR a major launch event inviting London celebrities, influential foodies and members of the social set, to unveil the re-opening and announce ‘the shack is back’.
• Execute a range of tactical activities to drive awareness, bookings and boost the talkability of the restaurant. These included regional and national competitions, promotion around American holidays such as Independence Day, Halloween, and Thanksgiving.
• Implement post-event media relations activity, facilitating short-lead media outreach.
US elections
To coincide with the 2008 presidential elections, promote Chicago Rib Shack as the key destination to enjoy election night, watch 24-coverage and celebrate with American food and drink, inviting national and international press to base their London coverage.
Results
• The ‘bring back the shack campaign was one of the biggest restaurant stories in 2008.
• Within first few weeks of opening, restaurant accepted reservations from more than 5500 people, with over 200 covers being booked every day – receiving more bookings than any other restaurant in London.
• More than 100 pieces of published coverage in 68 different national, regional and broadcast trade and consumer media.
• A total of 107 key press from nationals and consumer glossies and celebrities and influencers attended the launch party.
• Capital Radio live broadcast from Chicago Rib Shack on Independence Day and American Breakfast.
• Election event was booked to capacity, attended by press from national publications and international broadcaster CNBC based live coverage of the event from the restaurant.
• Audience reach 90 million + |
