This case study features:Communications strategy; proactive trade, business, hospitality and mainstream media relations; event management.
Lux and Stazione
Launch of Lux and Stazione restaurants, Glasgow, UK
Founder Pamela Bailey was retained by partners David Maguire and Ronnie Somerville to launch sister restaurants Lux and Stazione, situated on the first and second floors of a refurbished former railway station in the city’s bohemian West End.
She chose to position the restaurants as stylish yet affordable dining destinations – ‘the place to be seen, and seen again’ – and invited members of the UK’s professional food and wine writers’ guilds, as well as food critics, lifestyle and features writers from national print and broadcast media, style and ‘What’s On’ magazines to a series of preview dining events.
In addition, invitations to special ‘taster preview’ evenings were issued to the staff of large-scale employers within a five-kilometre radius, including the BBC, area hospitals, universities and hotels. Human interest stories and profiles of the motorcycle-riding chef were widely placed, resulting in comprehensive advance news and feature coverage for both the restaurant and its launch events.
Lux and Stazione restaurants rapidly achieved then maintained capacity bookings, with regular clientele returning time and again.
CLIENT: Culinary entrepreneurs David Maguire and Ronnie SomervilleNEXT