The cable network, a partnership between NBC Universal and Microsoft, will target consumer tourism publications through the end of the year. The company, which has headquarters above the café, also reached out to advertising and marketing trade media.
MSNBC conducted two events, one for members of the media and another for New York concierges, who often direct tourists to landmarks, prior to the café's July 28 opening, said Gina Stikes, MSNBC director of marketing.
The effort also contained an employee-outreach component, as the network's communications staff, which is not working with an outside agency on behalf of MSNBC, used internal e-mail messages, newsletters, and merchandise to promote the coffee shop to colleagues, Stikes said.
Brands represented in the Digital Cafe, like Chock Full O'Nuts and Garrett Popcorn Shops, also conducted media relations for the effort in partnership with MSNBC PR team, she added.
Clark Nessrodt, VP at Bullfrog & Baum, which is AOR for New York and national press for Garrett, said it hopes to raise awareness for the Chicago-based brand in other markets.