With only two domestic locations, Americans (and Bostonians in particular) had very little understanding of Eataly’s “Eat, Shop, Learn” concept: one hub that served as a marketplace, cooking school, and multiple restaurants. And since Boston’s North End neighborhood features some of the best and most authentic Italian restaurants around, Eataly had its work cut out for itself.
We developed a communications buffet: a comprehensive program to educate the market, create anticipation, and drive foot traffic. We reached out to every relevant media outlet in the region – traditional outlets, Instagram-only influencers and anyone in between. Our initiatives included:
- A Media Day, where more than 100 journalists and influencers participated in an “Eat, Shop, Learn” event
- A Boston Globe business feature with influential food coverage
- Grand Opening with celebrities, media, and dignitaries in attendance, including the Mayor of Boston
We helped generate substantial coverage for the grand opening with more than 100 stories around the launch, including signature pieces in The Boston Globe, Boston Magazine, key food influencers, and lots of TV.