3582374745

- HOSPITALITY-

3OI0SS wt: B

ESquared Hospitality Case Study

In September 2012, ESquared Hospitality, the international restaurant group behind such iconic brands as BLT Steak, BLT Prime, BLT Fish, Casa Nonna and many others, hired 5W Public Relations as its Agency of Record to help the company evolve its brand identity and build loyalty and public awareness to its growing portfolio.

To achieve this, 5W created and is implementing a strategie national media campaign focused on establishing consistent brand messaging that positions key executives and chefs as pioneers in the food and restaurant space, while differentiating the individual properties' extraordinary culinary and service offerings. In a very brief period, this strategy has already resulted in significant, meaningful and diverse media coverage that has driven traffic into their locations and grown eonsumer awareness to the brand. Story angles have ranged from chefs quoted about food trends, to the effects of Hurricane Sandy on the restaurant industry, in media outlets including USA Today, Esquire, People, Bloomberg TV, the Wall Street Journal, ABC News, Los Angeles Times, and many morę.

Additionally, to re-invigorate consumer and critical interest in the brand's well-established properties nationwide, 5W focuses on regional markets in which ESquared has a presence but seeks to grow business. Leveraging individual menus, current events, unique human interest stories, and location-specific and holiday promotions, our team hasgenerated extensive, consistent coverage from influential outlets including Us Weekly, The New York Times, The New York Daily News, Time Out New York, Metro New York Eater, Grub Street Waikiki Magazine and Refinery29.

In just four months, 5W has secured for the Client morę than 100 significant media placements totaling morę than 332 million impressions.