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Case Studies / 26brix



 

 

 

 

 

 


 

Product: Public Relations

Big Dreams for New Chef in Small Town
Capture National Media Attention


PR Team:




Campaign:

Time Frame:

Needs:



Strategy:



Tactics:












Results:

 

 

 

 

Lori Randall—Principal
Teri Citterman—Account Director
Lael Carlson—PR Coordinator
Rachael Ellison-Taylor—Copy Writer

Opening of 26brix Restaurant in Walla Walla

2 Years

Create a consumer desire to travel to dine at a high-end, white tablecloth restaurant in the small town of Walla Walla situated four hours from Seattle and three hours from Portland. Overcome the fact that the young chef was relatively unknown and had few reviews and accolades.

Publicize the Chef’s claim to become a 5-Diamond restaurant
Build local press coverage simultaneously with national press coverage
Utilize his young age to garner awards and recognition

No opening party
Send all press releases out locally and nationally
Headline the press release “26brix Shoots for 5 Diamonds in Walla Walla”
Describe the prestigious designation of 5 Diamonds and draw parallels with the other 5-diamond restaurant in the state (i.e. the Herbfarm)
Disseminate the opening press release highlighting the chef’s age the day before the Aspen Food & Wine Festival that has hundreds of press in attendance and honors young up and coming chefs
Develop a relationship with the Washington Wine Commission and the restaurant to make it a guaranteed stop on the agendas of all the commission’s media guests
Ask local wineries to add opening information in their newsletters that go out across the country
Contact high-profile auctions and partner up with “prestigious” Washington wineries for premier live auction items


Headlines include:
“Salish Lodge chef resurfaces in new venture in Walla Walla,” Puget Sound Business Journal (03/25/2004)
“26brix: Soon-to-open restaurant aims for 5-diamond rating,” Walla Walla Union-Bulletin (06/16/2004)
“Walla Walla: A little Napa in ‘nowhere’,” LA Times (11/28/2004)

National press includes:
Santé Magazine (July 2004)
Nation’s Restaurant News (August 2004)
Food Arts (October 2004)
Market Watch (October 2004)
The cover of Chef Magazine (November 2004)
Travel & Leisure (March 2005)
Sunset (April 2005)
The cover of Restaurant Hospitality (April 2005)

Television coverage includes:
KEPR-TV (06/17/2004; 5:00 p.m., 10:00 p.m., 11:00 p.m.)
KEPR-TV (07/16/2004; 5:00 p.m., 10:00 p.m.)

Reservations for wine Touring Weekends are completely booked one full year in advance
Distributor increased on-premise placements