Glovers Alley Restaurant

Challenge

Chef Andy McFadden wanted to create intrigue and excitement about his new restaurant Glovers Alley. Facing challenges such as a saturated market and launching in January, Drury PN sought to create a significant impact for the launch of Glovers Alley.

Approach

Our strategy involved building and driving intrigue around the restaurant by teasing and whetting the appetite of our target audience, followed by an impressive three-night launch event. Commencing a digitally-focused tease campaign, we enticed followers with snippets of the restaurant, generating interest with curated content and then revealed the name of the new restaurant two weeks before it opened its doors.

Combining a meticulous traditional PR strategy with an engaging digital campaign, word spread quickly about Dublin’s newest and slickest restaurant opening. The launch nights for the campaign served as the piece de resistance as this allowed us to display the beautiful work of art that is Glovers Alley to our key opinion leaders, food enthusiasts and critics.

Result

The successful launch of Glovers Alley relied entirely on the PR activity led by Drury Porter Novelli. The strength of the digital campaign captured the attention of our audience as we secured positive media coverage which included; a double page spread in the Irish Times Weekend Magazine, the front cover of the Irish Independent Weekend Magazine, three national broadcast interviews, whilst also maintaining ongoing coverage across the 6-week period.