907 Main

Challenge

Zozimus was tasked with introducing 907 Main, and The Dial restaurant, to market during a pandemic.

Strategy

Zozimus executed a strategic PR campaign with three distinct phases: pre-opening, opening and post-opening.

This approach was custom tailored and adjusted several times in the wake of COVID19. Highlights of the pre-opening efforts included media mailers in the form of retro viewfinders in lieu of traditional media previews, four separate media exclusives in The Boston Globe, Boston Magazine, Boston.com and Eater.com leading up to the opening and over 30 pieces of pre-opening coverage.

Opening tactics included a socially responsible ribbon cutting that was very well attended, widespread media outreach. Post-opening tactics including targeted media outreach and a strategic influencer campaign.

Campaign Objectives

+Establishing brand recognition, in a crowded market, during a time when travel and tourism was heavily restricted
+Introduce the key players at 907 Main to Boston media and position them as tastemakers in the area
+Pivoting media strategy and grand opening events to conform to public’s every changing comfort level
+Introduce food and beverage program and establish a reputable identity in a competitive neighborhood
+Determine inventive ways to expose media to the property in a virtual world