Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
In launching Steelpan at Sonesta Fort Lauderdale Beach, the PR agency aimed to: • Position the restaurant as a unique dining destination to the local community, helping it stand apart from the hotel, as well as stand out within the destination. • Generate local consumer media coverage through impactful placements including top news and lifestyle publications. • Showcase the restaurant particularly to local VIPs, i.e., writers, editors and social media influencers by executing individual media dines. • Highlight Steelpan as Fort Lauderdale’s newest go-to destination for unique fusion food.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Our primary target audience consisted of affluent locals from Broward County and surrounding areas with a specific focus on Fort Lauderdale. Our primary demographic consisted of singles and couples age 30 and above due to their higher levels of disposable income and shared interest in group outings, dining out and happy hours.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Designed with the local audience in mind, the PR agency set out to create a buzzworthy and impactful restaurant launch that left an impression. A ribbon cutting ceremony was executed in order to build awareness and encourage highly-ranked community members to experience the restaurant firsthand; guests were treated to speeches, live Caribbean music, menu-inspired lite bites and signature cocktails. From there, an aggressive media campaign aimed to saturate the market with well-placed and consistent streams of Steelpan news. The PR agency identified Sun-Sentinel as a top target to align with their ideal customers, vetted a number of influencers to act as Steelpan ambassadors and executed a number of media dinners, food drops, individual dines and VIP experiences for key local contacts.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The launch of Steelpan in April 2019 introduced an all-new destination restaurant for locals to enjoy on Ft. Lauderdale Beach. Offering a chef-inspired Caribbean-American fusion concept inspired by the island flavors of South Florida, Steelpan evolves into a vibrant and interactive gathering place as the day and menu turn – providing live music on select evenings and a daily happy hour perfect for loyal local residents. With beach views, a focal garage-style door allows diners to enjoy the year-round weather and nautical and ocean-inspired design details reflective of the South Florida experience. Steelpan in Sonesta Fort Lauderdale Beach is thoughtfully crafted to be an ideal restaurant for high-quality food, relaxing ambiance and great deals.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
• We secured a Sun-Sentinel exclusive print feature along with an online video. This was the main driver of foot traffic the first week. • The exclusive story was shared on MSN.com. (15,056,710 impressions; $139,345.78 AV) • We secured partnerships with four local food influencers. (374,250 impressions; $13,345.34 AV) • The opening event resulted in a South Florida Business Journal feature, reaching the restaurant’s core target of local professionals. (4,158,089 impressions; Ad Value: $38,566.28) • A targeted, VIP media dinner resulted in: o A four-page spread in the upscale Venice Magazine (105,000 impressions; $8,000 AV) o A two-page spread in Lifestyle Media Group’s SEVEN local magazines (385,000 impressions; $18,200 AV) o NINE placements in Sun-Sentinel in the 60 days after the opening (33,920,469 impressions; $314,001.94 AV) • A Lodging Magazine print feature, which supported a secondary objective of garnering trade exposure for the restaurant (155,273 impressions; $6,886.51 AV)
Entry Title
Steelpan Launch
Division
Public Relations
Sub-category
PR Campaign
Category
NEW OPENING/LAUNCH
Classification
Entry Award:
Silver