'CNBC' bites into Del Posto's greens

Who is your client? What are its media goals?

Who is your client? What are its media goals?
James Curich:
Del Posto is one of the premier Italian restaurants in New York. The owners wanted to build on their esteemed reputation by raising awareness of their environmentally friendly initiatives.

What made CNBC's Wall Street Journal Report with Maria Bartiromo - a national show - such a good hit? How did you pitch producers there?
Curich: Wall Street Journal Report reaches a national audience, but also the New York business leaders that Del Posto wants to attract. The restaurant is jointly owned by Joe Bastianich, Mario Batali, and Lidia Bastianich. Joe began his career on Wall Street, so we used his financial knowledge of the restaurant industry, as well as Del Posto's green initiatives, as hooks.

The segment included a remote location shot. Did that present any logistical challenges?
The producers wanted to combine footage of the restaurant with an in-studio interview with [Bastianich]. Because the owners didn't want cameras in the restaurant during its busy lunch period, we brought in the Wall Street Journal Report crew early in the morning, and arranged for the restaurant's green partners to schedule their weekly drop-offs and pick-ups of friolater oil at that time. We also went over message points with [Bastianich] before his interview with Bartiromo.

What was the impact of the hit?
While Del Posto already had a great reputation in New York, the Wall Street Journal Report segment was seen by a large portion of the Wall Street community. So, the client was thrilled with the placement.

Name: James Curich, VP of Susan Magrino Agency (New York)

Placement: CNBC's Wall St. Journal Report with Maria Bartiromo, April 27

Pitch timeline: Two months

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