Local Launch
Client: Flemings Prime Steakhouse & Wine Bar
Situation:
Fleming’s Prime Steakhouse & Wine Bar needed to generate consumer and media awareness to support the launch of a new Greensboro, North Carolina location. Known as the ultimate steakhouse destination and equally famous for its unparalleled wine selection, Fleming’s features 100 wines by-the-glass.
Challenge:
- Establish Fleming’s visibility in the community as the “restaurant of choice” and its local/regional image as a premier food & wine thought leader
- Create consumer and media interest in the restaurant for inclusion in restaurant reviews, special food and wine stories, and “community giving” articles
- Align the restaurant with strategic community opportunities and sponsorships
- Build awareness for private dining capabilities
Execution:
Implemented a local market media relations push consisting of:
- Conducted local media relations to create pre-launch excitement, add to grand opening attendance and build awareness for the restaurant
- Managed all event details and coordinated media attendance for media night, wine training seminar, and Wine Spectator 90+ Dinner
- Established and coordinated charitable partners for Fleming's three “Nights of Giving” introduction campaigns as well as introductions to several other community partners
Launch Results:
- Four month launch campaign generated a circulation of more than 1.7 million and an advertising value of more than $20 million
- Fleming's “Nights of Giving” events raised over $14,000 for local arts, women’s initiatives and the fight against breast cancer
- Highlights: Featured on WFMY-TV Good Morning Show, WMAG Radio with Bill and Lora in the Morning, 98.7 Simon, the Jeff Wicker show, News & Record Uncorked section and hundreds other mentions in the triad media.
- Positioned Fleming’s as an expert food and wine resource and friend to the Greensboro community