Box Tree Restaurant | Ongoing press and media relations campaign

Introduction

The Box Tree instructed Clearsilver to provide ongoing press and media relations on their behalf using a variety of tactics to reach potential and existing customers through extensive press coverage.

Objectives

• Increase awareness of the Box Tree in all different medias
• Show Head Chef Simon Gueller as a ‘foodie’ figurehead by submitting contributions about relevant topics within the food sector to both foodie glossies and regional / national media.
• Keep press and potential / existing customers up to date with any current news from the Box Tree
• To maintain the positive relationship with all key media contacts.
• To present the Michelin-starred Box Tree with consistency strong messages to reflect both consumer and corporate audiences.

Implementation

External Promotion

• Regular press releases (on average 2 per month) detailing news from the Box Tree.
• Weekly submission to recipe column in the Yorkshire Evening Post
• Regular feature submissions to top food titles (both online and offline) as well as other media

Internal Promotion

• Regular follow up and relationship building with the press through both telephone and email conversations

Results

• The Box Tree has retained links within the community by the continuation of a weekly column in the Yorkshire Evening Post as well as the sponsorship of a local school cookbook.
• Simon is now seen as an important figurehead in the food world – asked to write the foreword for Leeds and York Food and Drink Guide, as well as being asked to judge cookery competitions and is now a regular TV presenter and contributor to ‘chefs corner’ type features.
• The extensive press campaign has kept the Box Tree firmly in the regional and national media. Key events included the visit of Marco Pierre White who named the Box Tree as his ‘favourite restaurant in Britain’ and the retention of the Michelin star – both of which gained extensive coverge in regional, national and broadcast media including Calendar TV, Radio Leeds and BBC Humberside.

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