Proscenia - events environments experiences

Campaign Results
The campaign resulted in local and national media coverage in major print publications and on several television and radio stations, creating a significant "buzz" about the restaurant prior to its opening. Sales on opening day set company records.

As a result of the public affairs component, the New Orleans City Council proclaimed the month of October as Ronald McDonald Month. Through grassroots marketing initiatives, lunch sales continued to rise. Furthermore, community outreach enhanced McDonald's corporate image throughout New Orleans.

McDonald's Corporation: The Arch Bistro
Opportunity
Develop and initiate a marketing strategy to launch McDonald's new restaurant concept, The Arch Bistro, in the New Orleans Central Business District (CBD). The company developed this "flagship" property to better serve the unique needs of McDonald's customers in the CBD.
Audiences

CBD community (professionals, city employees, medical community, etc.)

Local and state media

Elected officials

Community and business leaders

Communications Objectives

Position the restaurant as a flagship property that embodies McDonald's core values and beliefs

Establish top-of-mind awareness of the restaurant among our primary audiences

Create a "buzz" surrounding the restaurant's opening

Generate strong sales during breakfast and lunch

Program Components
- Media relations campaign

Pre-opening stories in major publications and on broadcast outlets

News conference to unveil the concept

Day-of news coverage (print and broadcast)

Significant follow-up news coverage (print and broadcast)

- VIP reception the night before grand opening Grassroots marketing campaign
- Grassroots marketing campaign

City Hall appreciation days to introduce the restaurant

"Appreciation Weeks" program for CBD customers

McDonald's Ambassador Corps to promote throughout CBD

Incentive program as a way for area businesses to reward employees for excellent work

- Public affairs initiative
- Community relations campaign

Campaign Results

ABC 26 News (New Orleans)

Fox 8 News (New Orleans)

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