To increase local media awareness of the openings for Miller & Carter through traditional media relations.
Looking after 10 sites across the UK from Edinburgh to Bournemouth we created a grouping tactic where each site would receive the following support: pre-opening press release announcing the restaurant was coming with recruitment information, a media sneak peek, site photography, food review with local media or influencer and top tip interview opportunity with the head chef.
Utilising our network of local journalists became paramount to the success of this project, and we forged relationships with key contacts up and down the UK.
With a KPI set of four pieces of coverage per opening, across the 10 sites, we achieved a combined total of 96 pieces of coverage., and average of just over nine pieces per opening. The combined coverage reached an audience of 23,217,281 consumers.