Gino D’Acampo Manchester

The Brief:

Leading Italian chef Gino D’Acampo was to open a new restaurant at INNSiDE by Melia Manchester.  The development would see an impressively quick turnaround with an extensive refurbishment to be delivered in just six weeks.  The Strong Agency was tasked with driving anticipation and promoting the restaurant’s launch.

Our Strategy:

The Strong Agency had a limited window of time in which to drive pre-awareness of Gino D’Acampo Manchester.  The festive holidays presented an added obstacle as titles wrapped for Christmas.  Expertly navigating the annual shut down The Strong Agency devised a campaign that would drive not just one burst of coverage before launch but multiple.

The Results:

In little over six weeks, including the annual two-week festive shut down,  The Strong Agency delivered over 55 items of standalone pre-launch feature coverage for Gino D’Acampo Manchester with a combined reach to over 70m readers.  Over 90% of coverage enjoyed a DAR of good to excellent with 100% of coverage featuring all brand messages.  100% of coverage was in the premium Italian restaurant’s target top tier media including aspirational consumer outlet Country & Townhouse.  Over 150 direct references to the restaurant were enjoyed and with much more to come.

Image credits: Gino Restaurants / Ben Clucas