Job to be done
Launch a new luxury dining concept to hyper-local, regional, trade, consumer and national media.
Strategic approach
We positioned Legacy at The Grand, York as having a strong fine dining foodie offering, telling the story of York and laddering back to the hotel’s wider strategy to celebrate the city and Yorkshire as a county. Through three exquisite menus, each one a discovery of the heritage of York, we leveraged the menu relaunch as a new way to discover York’s history through a revolutionary gastronomic lens.
Campaign Delivery
The campaign was launched under embargo to build anticipation for the new menu, beginning with targeted invitations to our top journalists to secure A* solus reviews.
After the embargo lifted, we expanded outreach to wider regional, trade and national media, driving broader awareness through featured round-ups and articles.
We complemented this media strategy by hosting national influencers at Legacy, allowing them to experience the menu first-hand and share authentic content with their followers.
Results
- 819,351 total combined reach including two A* solus reviews
- 8 pieces of total coverage
- Hotelegraph updated with the inclusion of Legacy, a highly credible review of the hotel
