Magrino was tasked with the PR and digital launch of two new restaurants in Hudson Yards, New York’s luxury dining and shopping destination. Both restaurants though different offered elevated, classic dishes. The Tavern by WS was a joint venture between Kenneth Himmel of Related Co. and Wine Spectator publisher Marvin Shanken, the vision of the restaurant was elevated, delicious takes on American comfort classics with an outstanding yet accessible wine program. Hudson Yards Grill was a concept created by Kenneth Himmel and award-winning chef Michael Lomonaco.
To showcase the best of what the new concepts had to offer, Magrino devised a strategic plan that included targeted outreach to a mix of media, content creators, and other NYC notables.
The integrated approached ensured a mix of earned editorial coverage and more controlled content via influencer partnerships to ensure a swell of consistent messaging.
The approach resulted close to 2oo million PR impressions in five months total for both restaurants, with a two-star review in the New York Times by critic Pete Wells, standout features in Crain’s New York, New York Lifestyles, Robb Report, Sherman’s Travel and Us Weekly.
Social media output allowed for a robust growth of over 2,000 organic followers in the first 6 months, 275k impressions, and reach of 151k. Magrino also engaged a series of top NYC based influencers, resulting in a combined audience of over 2M followers.