| Client: | McCormick & Schmick’s Seafood Restaurant |
|---|---|
| Program: | Public Relations |
Challenge
McCormick & Schmick’s operates a variety of full-service restaurants which feature 30 different varieties of fresh seafood. The client sought a public relations campaign that would increase restaurant sales, boost foot traffic, and elevate awareness of McCormick & Schmick’s. The communication objective for this campaign was to advance the business goals by elevating positive awareness and media attention, with 15 million print impressions and a half million broadcast impressions.
Solution
The agency executed a campaign that secured frequent guest segments for the executive chef on local morning news programs, localized national events, promoted dining trends and specials, and targeted working professionals with regular e-marketing to increase awareness and trial.
Results
For the campaign, print media impressions totaled more than 30 million, with broadcast impressions at 671,000. The client attributed a five percent increase in food and beverage sales over the prior year to the campaign, which helped the property maintain its position in its group as the third in the nation in sales. The program earned Sturges Word multiple awards at the annual PRISM awards gala hosted by the Greater Kansas City Chapter of the Public Relations Society of America.
