SAN DIEGO: In preparation for the launch of its HealthyDiningFinder.com Web site, Healthy Dining has tapped Fleishman-Hillard as AOR.
Since 1990, the San Diego-based company has published a series of city-specific restaurant guides directing consumers to nutritious dining options throughout Southern California, said Della Sweetman, VP and account lead at Fleishman-Hillard, San Diego. "The idea was to take that concept national, and take it virtual," she said.
FH will manage a two-tiered PR program, Sweetman said. The first phase is trade-focused outreach, aimed at engaging restaurant, health- and wellness-, and fitness-industry partners. The second phase, a national consumer-marketing effort, will coincide with the Web site's summer launch.
The latter effort will include traditional and online media outreach and events meant to create awareness for the site and brand on a consumer level, as well as among nutritionists, dieticians, and other health professionals, said Melissa Schoeb, SVP, partner and general manager at Fleishman-Hillard, San Diego. "This is a great opportunity for Healthy Dining to... address many of today's health concerns and eating habits," she said.
The Web service, which will feature dietary information for restaurants ranging from local, independent operations to "sizable national chains," will be free to consumers, Schoeb said. The site's revenue is generated via strategic partnerships and sponsorships, she explained.
According to Erica Bohm, VP and director of strategic partnerships for Healthy Dining, the company has already fostered relationships with the National Restaurant Association, American Express, and the Centers for Disease Control and Prevention.
FH won the account following an agency review.
"A national Web site is such a big change from regionally published books. It was important for us to engage the right partner to launch it," Bohm said.