Client:

The Palm Restaurant - Atlantic City, NJ
Atlantic City Opening

Situation:

• The Palm Restaurant Group hired Masterpiece to launch its new
  Atlantic City restaurant.
• Construction delays at the Quarter pushed back the opening until late January 2005, amid the peak of Atlantic City's slow, winter season, creating a challenge.

Strategy:

• Created an advertising campaign with a minimum spend.
• Develop a campaign to produce community awareness of the restaurant's opening and create pre-opening buzz around the "first, white tablecloth steakhouse in AC" supported solely by public relations.
• Orchestrate and facilitate a successful grand opening event attended by celebrities, dignitaries and socialites.
• Establish long-lasting publicity to continue to promote events and noteworthy appearances at The Palm.

Results:

• Garnered more than $500K worth of PR coverage in the weeks and months leading up to and following the grand opening.
• Invited key local VIPs, politicians and dignitaries who attended opening night at
  The Palm Atlantic City.
• The Palm Restaurant Group voted The Palm's Atlantic City location number one within the first year of their opening and continues to rank highly among its operational restaurants nationwide.
• The momentum continues with our public relations efforts, giving The Palm AC ongoing media exposure, locally, regionally and nationally.