Michelin-star chef and restaurateur, Martin Wishart was opening a brasserie in Edinburgh. Already well-known to the media, Martin was able to call on his Scottish contacts to interest them in the new venture so the Freshwater team was challenged to reach media who were new to Wishart.
We pitched varying news and feature angles – design, food, people, location, as well as food naturally! to media contacts in consumer lifestyle and trade publications outwith Scotland initially. We also gave the MW team a ‘how to’ in social media and focused on extending coverage beyond the food pages.
The results included over 70 articles on The Honours appearing pre-opening with an AVE of £75,000 representing a PR value of over £224,000 – over 62x ROI. The overall number of opportunities to see was more than 34 million which gave an average cost per contact of £0.00010!