Overview
Although a known culinary brand lauded nationally, Portland, Maine-based Big Tree Hospitality had never formally partnered with a PR firm or proactively marketed their restaurants. With sights set on a Boston expansion, the group engaged marlo marketing to heighten the profile of Eventide Oyster Co. and sister restaurants, Hugo’s and the Honey Paw, as well as create a memorable launch for Eventide Fenway, their first venture outside of Maine.
Assignment
Develop and refine the group’s story, establish clear messaging around the new service format, forge relevant local relationships and partnerships, and deliver a comprehensive and buzzworthy launch program for Eventide’s Boston opening.
Strategy
- Position the Big Tree Hospitality team as innovators and thought leaders in the “fine casual” dining movement through carefully constructed key messaging.
- Educate consumers about Eventide Fenway’s offerings and the restaurant group’s unique approach to service via targeted media placements in the lead up to, and through, opening.
- Engage influential tastemakers via curated guest lists for exclusive preview events, targeting the right mix of key local business leaders, industry peers, press and influencers.
- Maintain post-opening buzz via creative programming like $1 snow day and Red Sox game day oysters; partnerships with leading local bars; as well as ongoing media and influencer visits and experiences.
Results
125 LOCAL & NATIONAL PLACEMENTS FOR THE EVENTIDE FENWAY OPENING
20% INCREASE IN REVENUE FROM 2016-2017
“BEST CHEF NORTHEAST” 2017, JAMES BEARD FOUNDATION AWARD
“BEST OF THE NEW” 2017, BOSTON GLOBE MAGAZINE