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November 20, 2024
Big Night Live
Challenge
Big Night is the region’s premier hospitality and entertainment management company, operating a diversified portfolio of over 17 award-winning restaurants and nightlife venues throughout New England. In 2019, Big Night announced the upcoming launch of Big Night Live – a dynamic 43,000 square foot venue, encompassing three distinct concepts including a premier live music concert hall, celebrity chef dining outpost and a modern private event space. Located in the highly anticipated Hub on Causeway, with partners including Live Nation and Guy Fieri, the project was Big Night’s most high-profile venue launch to date.
Approach
Zozimus worked with Big Night to develop and implement a high impact public relations campaign for the launch of Big Night Live & Guy Fieri’s Tequila Cocina in October 2019. The objectives of the campaign were to:
- Build brand awareness – launch and position Big Night Live as a one-of-a-kind venue with multiple exciting offerings
- Establish dining destination – introduce national celebrity chef to consumers and media in a notoriously tough-on-outsiders market
- Differentiate against competition – position the live music hall ahead of the pack, highlighting the venue’s unique elements that differentiate it from direct competitors
- Drive foot traffic and interest – secure impactful press coverage in key outlets to drive sales
Strategy
Zozimus executed a strategic PR campaign that included a distinctive mix of storyline development and pacing to showcase Big Night Live’s state-of-the art technology and entertainment expertise, poised to revolutionize the standard music hall experience, as well as the venue’s distinct dining offerings. This approach was in conjunction with traditional and social media engagements for both pre-opening and post opening phases. Tactics included hard hat tours, exclusive previews, influencers and tastemaker relations, one-on-one media dinners, as well as an intimate VIP media event.
Results
Total Pieces of Press Coverage: 130+Total Approximate Reach (Circulation + UMV): 426M+
- Date:
- Category Public Relations
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GREAT RESULTS TOGETHER
At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.
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