[Agency: Havas PR Prague]
Challenge: Positive publicity is a key factor in customer loyalty for luxury restaurants, so our main goal in PR communication for Zátiší Group was to increase attendance—which had dropped because of the economic crisis—in all four of its luxury restaurants. Those restaurants also needed to target more of a local clientele, who would regularly return, instead of relying on foreign tourists.
Actions: Together with Zátiší Group, we have created many activities to offer diners new experiences at every visit. Our key project was a unique Wine Club concept. Every month, chefs prepare a new menu and pair it with the best wines, respecting synergy and origin of wines and ingredients. Additionally, the restaurants have hosted short- or long-term visits from Michelin chefs and sommeliers. Customers could therefore enjoy a new menu every month and meet interesting chefs, sommeliers and wine producers.
Results: PR has been the solid marketing tool for Zátiší Group. The Wine Club had a great response among clients and key business, lifestyle and gastro magazines—and always generated 100 percent attendance. In 2011, as a direct result of PR activities with target media, traffic to the ZG website increased by one-third and resulted in new, unique visitors. Plus, attendance of local clientele has increased by 30 percent year on year—and in the first three months of 2012 by as much as 100 percent.
ASIA PACIFIC: Havas Worldwide Siren | Porda Havas | Red Agency Australia*
EUROPE: Cake London | Havas PR Germany | Havas PR Milan | Havas PR Prague | Havas PR Sofia | Havas PR UK | Havas PR Warsaw | Havas Worldwide Helsinki | Llorente & Cuenca* | Maitland
NORTH AMERICA: Cake New York | Havas PR North America | Llorente & Cuenca*
SOUTH AMERICA: Llorente & Cuenca*