CASE STUDY:

Serving Up Media Attention For A New Restaurant District

Client: The Shops at Willow Bend

Industry: Consumer

Services:

  • Media Relations

  • Influencer Relations

Recognition:

  • PRGN Best Practice Award, Finalist

In 2018, The Shops at Willow Bend in Plano was deep into its $125 million mall renovation project that encompassed a long list of upcoming attractions, including the redesigned restaurant row, named The District at Willow Bend. The District was set to open right before the holiday season and would feature a courtyard atmosphere, terrace-level seating and five, chef-driven restaurants.

Willow Bend wanted to host an event that would welcome the new restaurants to Plano and give community members a chance to sample the newest eateries before they opened to the public. Three Box was tasked with securing media coverage that would spread the word and build excitement for the celebration - we couldn’t wait to dig in.

Read on to learn more about our strategies, tactics and results.

Willow Bend had a full plate. They needed to promote five restaurants – Knife, Whistle Britches, Mexican Bar Co. Cocina, Terra Mediterranean and Ascension Annex – in a unique way that would drive event ticket sales and increase anticipation in The District’s grand opening.

Months before the sneak-peek celebration, Three Box organized a hard-hat media tour for local reporters to get a behind-the-scenes look at each of the restaurants while they were still under construction. We kept in touch with our contacts, shared formal updates on The District and crafted individualized pitches to development, retail and restaurant reporters we knew would be hungry for more.

The District at Willow Bend received in-depth coverage from The Dallas Morning News, WFAA-TV’s “Good Morning Texas,” CultureMap Dallas, Dallas Observer, Nation’s Restaurant News and more. Plus, The District welcomed more than 400 guests to the sneak peek celebration, which created even more excitement for Plano’s newest dining destination.

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