THE BRIEF
The overall brief was to highlight the new menu which was launched at Belfast’s best kept secret for foodies, The Restaurant at the Fitzwilliam Hotel. It was important to also highlight the creativity and expertise of the Fitzwilliam’s head chef, Dean Butler, as well as the quality of the food and service.
We used 4 distinct tactics to achieve results – an event, press release and photography, recipe placement and a food review.
THE EVENT
Create an event for media and influencers that would help to promote the new seasonal menu. Elevator needed to ensure that all guests had an interest in food and drink so that any posts they made on social media, their publications, would be seen by those who shared an interest in good quality food.
THE PRESS RELEASE
Write a press release and create eye-catching photography that would help to promote the new menu to the population of Northern Ireland. Highlight the creativity and expertise of the Fitzwilliam’s head chef, Dean Butler.
THE REVIEW
Invite a respected food writer to experience the new menu at The Fitzwilliam Hotel.
RECIPE PLACEMENT
Elevator was asked to find an outlet in a respected publication that would feature recipes from the new menu, further promoting the dishes and the quality of the produce used in the restaurant.
RESULTS
The event was a huge success with every available seat filled. Sixteen of Northern Ireland’s most respected and influential people joined the team of the Fitzwilliam where, following a welcome by head chef, Dean Butler, they enjoyed a sumptuous meal paired with delicious wines. Guests included TV broadcaster, Pamela Ballantine, Sunday Life, The Gourmet Boys, Love Belfast and respected celebrity chef, Paula McIntyre. Each person posted on their social media feeds and every review was hugely positive.
The press release and photography were issued to media cross Northern Ireland and achieved over 30 pieces of coverage in print and online outlets.
Respected food writer, Joris Minne, Belfast Telegraph, dined at the Fitzwilliam Hotel where he enjoyed dishes from the new menu. The review headline said, “I’ve always liked the classy, sassy Fitzwilliam … now I like it even more”, and went on to praise head chef, Dean Butler and the whole team. Joris said, “a puff of magic has enveloped the operation thanks to head chef Dean Butler and a menu of simple but high-grade dishes made from quality produce”.
The Belfast Telegraph featured two recipes accompanied by stunning photography from The Restaurant’s new menu in a full-page feature.
