Overview

La Vina was opening its first restaurant in Leeds so there was no awareness of the name or brand.

Source was briefed to create excitement prior to opening and arrange a launch party for potential customers being targeted by La Vina.

In addition Source ran a two month post opening campaign to continue to drive business to the restaurant.

Working with La Vina

Initially a number of news releases were issued to the Leeds media announcing the opening of the new restaurant, the appointment of key personnel and a competition giving readers the opportunity to attend on launch night.

Using its contacts, Source compiled a list of approximately 100 'movers and shakers' in Leeds who dine out regularly and entertain clients including lawyers, accountants, recruitment companies, bankers, property developers, media.

Selecting these individuals proved worthwhile as the list was bespoke to La Vina, as opposed to a list bought off the shelf where the receivers are invited to many openings but show no allegiance afterwards.

To add a good photo opportunity for the media, sports stars known to Source were also invited and attended free of charge.

The launch was a great success with 90% of the invitation list attending and excellent media coverage.

Following the launch, key journalists were invited to lunch with Source to review the restaurant and write a report, all of which were positive.