Bringing a new chapter, a fresh start and an exciting new journey for two beloved restaurants
Background
Coy’s Steakhouse and Satellite Café, both historic, well-loved Arkansas restaurants that closed their doors years ago, approached our PR team to assist them in announcing their reopening in Central Arkansas.
Hotel Hot Springs, located an hour south of Little Rock, would be the new home of Satellite Café, while Coy’s Steakhouse would once again open its doors in Hot Springs.
The Challenge
For many in Central Arkansas, these restaurants were formative, serving as meeting spaces for family dinners, first dates, anniversaries and birthdays. The legacy of these restaurants is a feeling, one rooted in nostalgia, both in the food and the laughter shared inside their walls.
Our team knew that we needed to choose a venue in Little Rock to host the press conference, even though the restaurants would be reopening in Hot Springs, to capture our target audience.
Other Challenges
The Strategy
We got to work collecting as many vintage and historic photos as we could, with the goal of giving press conference attendees a portal to their past. Our PR rockstars utilized social media influencers to amplify their media outreach, and began ramping up excitement around a big announcement at an upcoming, mystery press conference.
Our Content Studio team took to the social front with iconic photography of the two restaurants and, over a four-week period, revitalized the restaurants’ brand awareness on social media. These shares and impressions were crucial in generating interest in the press conference.
We booked Curran Hall in Little Rock to serve as a notable backdrop for the announcement and curated a day-of logistics, guest experiences and press, photo and interview opportunities, as well as spokespersons from the food, tourism and media industries. Coy’s Steakhouse is famous for its crackers and dressing – hey, don’t knock it ‘til you try it – and you better believe we made sure it was at the event.
Play Video
Performance
Kickoff
As soon as we were approached, we knew we wanted to lean on nostalgia to build hype.
Planned an amplification strategy for social media content around vintage photos we collected
Developed a shortlist of press and influencers that reached our target audience
Brand Revival
Building on the legacy of these restaurants, we revitalized the two brands over a 4-week period.
Our content studio created X number of posts surrounding nostalgic experiences.
We amplified media reach with social media influencer relationships well suited for the brands.
Key Performance Indicators
To ensure pacing and exposure leading up to the announcement, we used a number of KPIs.
Social media curated engagement on the announcement-related posts.
Number of Influencer, press and special guests secured to ensure success.
Day-of Logistics
# spokespersons from the food, travel, tourism and media industries.
Coordinated guest experience for optimal photo and interview opportunities.
Ensured press coverage for maximum exposure.
The Results
Generated local and statewide coverage including KARK, KTHV, KLRT, Arkansas Democrat Gazette, AR Business, Talk Business & Politics, AR Times & AY Magazine.
