Our client Sola Pasta Bar, trendy downtown restaurant in Manhattan, needed to find the best communication strategy to launch a new unique project: Sola Pasta Kart, the first pasta cart in the streets of New York City.
New Yorkers have a strong passion towards Italian food, especially pasta. We needed to find a strategy to leverage on this element in the best way possible, as to both grant media exposure to the project, but also at the same time foster people’s awareness of the Kart, thus resulting in sales.
After carefully analyzing the project in order to categorize its unique and distinctive traits, we adopted a two-fold strategy involving both traditional media and social media platforms.
By correctly pitching the appropriate magazines and newspapers, we achieved a high-level positioning amongst the various outlets targeting both the specific New York Metro region and the US more in general. Thanks to this focused approach, Sola Pasta Kart was published on national publications (e.g. The New York Times), New York-centric publications (e.g. amNY, Eater NY, New York Post, TimeOut NY), and several food-related national and international outlets of varying prestige.
This work of traditional PR activities was paired with a social media campaign. We decided to offer free pasta on the day of the launch and by concurrently launching a social media advertising, we reached high visibility and increasing the number of people showing up to the Kart. This synergy of activities led to a high level of engagement across all platforms.
The integration of traditional and social media strategies led to an exceptional successful campaign and increased exposure for the brand.
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