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 Client::
Noyev Kovcheg restaurant
Length:
Feb.-July 2001
Background:
Noyev Kovcheg restaurant opened on July 17, 1999. The Moscow League of Restaurants named Noyev Kovcheg the best Moscow Armenian restaurant in the year 2000. Among the main client's competitive advantages are live Armenian music and ancient national architecture. Since 1999 the restaurant has hosted more than 50,000 visitors and 600 events, including official receptions and private festivities.
Goals:
- Positioning of the restaurant:
- as a Moscow's leading restaurant
- as a place that contributes to higher restaurant culture
- as a perfect place to hold cultural events
- generating news
- increasing the number of references in the specialized media
Strategies:
- conducting marketing research "Media preferences of the Noyev Kovcheg visitors"
- developing the creative concept and conducting special events to strengthen the restaurant's image as a cultural center of Moscow
- on-going media relations
- promotion events:
- conducting the Agency's media events in Noyev Kovcheg (indirect image building)
- organizing of Jivan Gasparyan concert in Moscow
- participating in the opened contest of the Russian pharmaceutical experts "Platinum Ounce"
- contests and quizzes in the central Moscow press
Results:
- nearly 400 representatives of the Russian cultural community visited the restaurant
- Media coverage:
- over 50 publications in the central and specialized media
- 5 radio shorts
- 1 TV short
- 27 journalists and critics visited the restaurant
- Establishment of working contacts with a number of organizations with an outlook for further cooperation:
- concert organizers (RosInterFest, DOM, Russkaya Akademiya Razvlecheniy)
- special exhibition organizers (Record, Restaurant Renaissance, Gurman, Svadebny Vals, Avtosalon )
- leading Russian editor's offices
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