Eataly

ABOUT THIS PROJECT

CATEGORYFood

SITUATION

Eataly, the largest artisanal Italian food and wine marketplace in the world, opened its flagship New York City location on August 31, 2010. Magrino coordinated and executed two press preview nights and a “pasta ribbon-cutting” grand-opening ceremony to launch the marketplace, attended by. Mayor Michael Bloomberg, Archbishop Timothy Dolan, Eataly partners Chef Mario Batali, Joe Bastianich and Lidia Bastianich, and founder Oscar Farinetti.

STRATEGY

  • Ensuring evenhanded press coverage among all Eataly principals, including Mario Batali, Joe Bastianich, Lidia Bastianich, and Eataly founder Oscar Farinetti, who is not as well known in the U.S. as the other partners.
  • Magrino had less than one week to coordinate the press preview nights, and less than two weeks’ time to reach out to Mayor Bloomberg’s office and execute the grand-opening ribbon-cutting ceremony.
  • Liaising with Mayor Bloomberg’s press team and security to execute an event within a public space.
  • Coordinating crowd control, given the heightened security implications of having Mayor Bloomberg, Archbishop Dolan, and several Mayors from Italy in attendance.

SOLUTION

As a result of Magrino’s efforts, coverage of Eataly and the grand-opening ribbon-cutting ceremony was featured in national and local broadcast, print, and online media.