Danielle Pagano: Levy Restaurants is a food-service operator with nationwide [chain of] restaurants, as well as premium and general concessions at major sports venues. [Its] media goals are to speak to current and potential investors, increase [its] brand profile among the food-consuming public, and to position the company as a great place to work by targeting business and general interest press.
What made The New York Observer a good hit? How did you pitch reporter Chris Shott?
Pagano: The New York Observer is very well read in New York, a key market for Levy. We have a great relationship with [Shott] and pitched him on the breadth and scope of Levy handling the massive food operations for the US Open tennis tournament as an anchor for the story. Feeding the [tournament] is like feeding 14 Super Bowls, [a fact that] let us get in the message that Levy also happens to be handling this year's Super Bowl.
Did you do media train Levy executives for this story? What other interviews or information did you provide to help clinch this placement?
Pagano: All Levy executives and chefs are regularly media trained. Yet, we provided a few message points that spoke to the people who would be attending the US Open and the foods they would enjoy. We also invited [Shott] to the grounds for interviews and concession and special event tastings.
What was the impact of the hit?
Pagano: The Observer piece was great, touching on all of our message points. One of our goals... was to reach the food blogosphere, and this piece was syndicated on Eater, a key blog for the foodies in the New York area.
Name: Danielle Pagano, VP at Quinn & Co. PR (New York)
Placement: The New York Observer, September 1
Pitch timeline: Two weeks