Case Studies

Case Studies

Government/Public Sector

Public Health Seattle King County: I-901, The Smoking Ban
Public Health called on Wilson PR when the controversial I-901 ruling was about to take effect. Our task: help quell misconceptions about the regulation, land press placements that allowed I-901 supporters to tell their story, and assist on a public information campaign as the regulation was implemented. Wilson PR devised communications strategies that touched both consumers and the industry for a smooth transition into the new regulation.

Washington State Fruit Commission
Wilson PR is behind the sweet cherries, peaches, apricots, nectarines, and plums and their proud, Washington growers. We connect the press to the growers and leaders in the industry to take them well beyond the crop report. Top restaurants and chefs created special cherry theme menus that drove traffic in even during a lackluster economy. National writers took a ride along country roads to meet the growers, pickers and see the care that goes into packing and processing, for a deeper, richer look into agriculture.

Web Content

Whether the job calls for an add-on page or a complete site revamp, Wilson PR crafts the message for online media as readily as it does other mediums. Our firm offers project work for content development, working as serving as an alliance to your web development team.

Give us your site maps and flow charts; we'll ask the right questions to turn out relevant, concise copy that speaks to your audience.

Web content clients include: Ivar's Seafood Restaurants, Calidora Skin Clinic, The Pink Door, Red Ticking, Marazul, Gene Juarez Salons & Spas' (seasonal fashion tabs, news and Team Artistic bios), BOKA Kitchen + Bar, and Washington Trust Bank, among others.

Hospitality

WPR has provided public relations counsel to a range of properties, including the Sorrento, Arctic Club Hotel Seattle, Bellevue Downtown Courtyard by Marriott, Marriott Waterfront, Redmond Marriott Town Center, Inn at the Market, RiverPlace Hotel, Westcoast Hotels, Columbia Hospitality, Kimpton Hotels and Noble House Hotels & Resorts.

Through its strategic, hands-on approach, tailored specifically to each property’s identity and environment, WPR has successfully generated valuable news coverage using creative concepts and diligent communication/follow-up. The agency also plays an instrumental role in planning and supporting the execution of opening events.

Seattle Hotel Association and its "Evening of Hope" (Periodically since 2001)
In bringing attention to the dynamic, generous group of hotels and the grand event the Association presents each year for one local beneficiary, WPR provides public relations support and counsel to illustrate the behind-the-scenes work and reinforce the causes the SHA supports through copywriting, procurement support, community and press relations.

Bellevue Downtown Courtyard by Marriott (2005-2006)
During WPR’s eight month project relationship with the Bellevue Downtown Courtyard – which opened December 12, 2005 –the agency obtained an impressive tally of press coverage, amidst a competitive environment of hotel openings (five hotels under construction, six more in the planning stages on the Eastside and in downtown Seattle). This included competing with the Bellevue Westin and the resources of Kemper Freeman.

Marriott Waterfront (2003)
WPR was brought in at the eleventh hour (three weeks prior to opening) to plan and manage the property’s opening event. Within an extremely tight timeline, WPR was able to produce an outstanding party that exceeded the expectations of Marriott management and party guests.

Directly following the hotel opening event, WPR executed another event on behalf of the restaurant associated with the hotel, Todd English’s Fish Club. WPR also coordinated a full day of interviews for Todd English while simultaneously managing the daytime hotel opening activities.

Marriott Redmond Town Center (2004) WPR executed a thoughtful media outreach campaign and also planned and managed a hotel grand opening luncheon that was considered a great success by management and attendees. Press coverage: Seattle Homes & Lifestyles, Puget Sound Business Journal, and multiple coverage in The Seattle Times.

University Tower Hotel – Hotel Deca (2006-2007) WPR manages all media relations on behalf of the hotel and was responsible for coining the new hotel name and for developing a strategy to transition from the University Tower Hotel name to “Hotel Deca.” The agency also is charged with publicizing the property’s recent renovations. Press coverage: Globe St., Puget Sound Business Journal, San Francisco Business Times and the Washington Post.

Restaurants

Taco Del Mar— North American Expansion
Challenge: Liaise between press, franchisor, and corporation; gain press visibility for the emerging brand in new markets; define the brand apart from its perceived competitors; and generate more franchise interest.

From 2003-2007, WPR served as an integral link in the growth of this fast-casual Mexi concept. It grew from 60 to 260 units in four years, crossed borders and oceans, and continues to gain momentum as an independent, privately held chain. WPR spearheaded a media program integrated with each new Master Developer (regional franchisor) agreement (WPR worked with press markets from Alaska, to Hawaii, to Puerto Rico). With strategic public relations, the company broke through barriers normally reserved for “big burger” owned companies, and its franchisees landed coveted press in Entrepreneur Magazine, QSR, Chain Leader, Fast Casual, Nation’s Restaurant News, and The Wall Street Journal.

P.F. Chang’s China Bistro—Bellevue Square
Challenge: Successfully introduce a new, Asian influenced chain restaurant in Bellevue.

In the spring of 2001, Wilson Public Relations worked diligently to make the opening of P.F. Chang's China Bistro in Bellevue a success. At the time, this was the latest in a successful chain with nearly 50 locations nationwide. WPR overcame the Eastside’s anti-chain sentiment by playing up the menu authenticity, wine by the glass program and reasonable pricing for families. The restaurant was one of the first on the block to conveniently center itself in the Bellevue shopping corridor (a negotiation that was 10 delicate years in the process). WPR created an opening that called upon its database of key influencers on the Eastside. By carefully and playfully handling the targeted press (ie Viewmasters with pictures of food and interiors to those with a sense of humor) WPR won the confidence of the local food press. Bellevue was one of the only locations to receive a three star rating from a 250,000 + circulation publication at that time.

An Organic Fast Casual Company
Challenge: Gain credibility and press for a newcomer brand

WPR worked with the company CEO to introduce the company to the media and generate press about the company's expansion from one to ten locations. When the company pursued the acquisition of a fast-casual/catering company in April 2005, WPR devised a media strategy to ensure the announcement was handled in the most visible, powerful way possible. The agency also managed investor relations communication and announced various steps in the company’s growth, e.g. Series B funding. With ten locations in three states, the chain is now a Quality Assurance International certified company and the first fast-casual restaurant to receive organic certification. The company since issued an IPO and is expanding bi-coastally.

Spirits

Schieffelin & Somerset
WPR served as the Northwest regional promotional arm for Schieffelin & Somerset beginning in 1997 continuing through the spring of 2004. Some of those brands include Ciroc, Classic Malts, Dom Perignon, Hennessy, Johnnie Walker, Moet & Chandon, Tanqueray, Tanqueray TEN. WPR has also launched a number of products for independent Washington vintners and wine negociants.Consumer events with this account included creating and deploying The Tanqueray street team; creating a Classic Malt Scotch tasting at a private club; and ongoing promotions with premier Seattle clubs and bars with radio partners. WPR was also charged with the highly visible launch of Ciroc.

Recognizing the importance of trade events in stimulating usage, WPR created a Tanqueray TEN Industry Cocktail Contest and a Grand Marnier Event at Kathy Casey Food Studios, where top mixologists often divine trends.

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