+ ABOUT THIS PROJECT

BMW Northwest, a local family-owned car dealership in Tacoma Washington was approaching their 50th year anniversary. They consulted with RPR to create a comprehensive Marketing and PR plan for their anniversary.

+ STRATEGY

RPR investigated previous anniversary promotions and results, determined what would matter in the market and what would be beneficial to business. They also looked at the budget and considered how funds could be redirected from other projects and how the 50-year campaign could overlay on existing marketing and advertising.

RPR opted to present a no-party plan. Instead introduced a cost smart milestone legacy campaign that would use the budget to create dual purpose and evergreen collateral. The campaign vision would maximize the company milestone over the entire year with a series of promotions that would impact employees make loyal customers fiercely loyal, win conquest customers, inform associates, be media worthy, positively affect the community, exemplify the family, build a concrete platform for future marketing and PR.

+ ABOUT THIS PROJECT

Opening of 26brix Restaurant in Walla Walla. 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.

+ STRATEGY

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. Send press releases out locally and nationally headlining the prestigious designation of 5 Diamonds and draw parallels with the other 5-diamond restaurant in the state. Highlight 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 . Request 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.

+ EVALUATION

Headlines include: “Salish Lodge chef resurfaces in new venture in Walla Walla,” Puget Sound Business Journal, “26brix: Soon-to-open restaurant aims for 5-diamond rating,” Walla Walla Union-Bulletin, and “Walla Walla: A little Napa in ‘nowhere’,” LA Times. National press includes: the Cover of Chef Magazine and cover of Restaurant Hospitality and other publications including: Santé Magazine, Nation’s Restaurant News, Food Arts, Market Watch, Travel & Leisure, and Sunset Magazine. Television coverage includes: six spots on KEPR-TV. Reservations for wine Touring Weekends are completely booked one full year in advance Distributor increased on-premise placements.