Christini’s Ristorante Italiano, an upscale restaurant founded by Chris Christini, called upon Axia Public Relations for public relations counsel and services that would bring the restaurant back to top-of-mind among consumers. Christini’s, located in Orlando, Fla., was looking for greater visibility and sales during summer months among local consumers who had either forgotten about the 30-year-old restaurant or were new to the area and not yet aware of it. The PR firm put a media relations and social media engagement campaign into quick action, which included establishing a presence in central Florida general business, dining, entertainment and tourist news media outlets.
Chris Christini’s Christini’s Ristorante Italiano selected Axia Public Relations to provide public relations counsel and services to boost traffic to both the restaurant, located on Doctor Phillips, and Christini’s social media channels. Christini’s location is tucked away from the overall hustle of Orlando’s tourist scene. The upscale dining establishment sought to return to its previous glory as a dining destination with reservations and tables in high demand.
Axia developed a public relations plan designed to establish earned media coverage for Christini’s. Axia’s campaign included a media relations program that was not limited to central Florida general business and tourist news media outlets.
Axia pitched its business, tourism and dining contacts throughout central Florida as well as national contacts, and its expertise and relationships allowed the client exposure through pitching to various media outlets. Axia followed up with its contacts throughout the campaign and developed new contacts on behalf of Christini’s Ristorante Italiano.
Between February and September, Axia created value for Christini’s Ristorante Italiano by increasing awareness about the restaurant in the local community. Through Axia’s efforts, Christini’s social media presence grew exponentially, including tweets about Christini’s Ristorante Italiano from the Orlando Magic to its more than one million followers. Through articles, interviews and television appearances, Axia increased Christini’s Facebook page fans by more than 185 percent, and one viral update increased Christini’s Facebook reach by almost 8,000 percent. Chrisitini’s also saw additional and new recommendations regarding individuals’ visits and experiences to the Christini’s Facebook page.
Also through Axia’s efforts, Christini’s Ristorante Italiano hosted a “Dine 2 ReDefine Spina Bifida” luncheon, donating proceeds from the event to aid the Spina Bifida Association of Central Florida, a cause close to the Christini family.
Within seven months, Axia generated TV stories as well as magazine features that reached the central Florida market. Through Axia’s campaign, Christini’s enjoyed more than 50 positive news stories that were far more valuable than any paid ones up until that point.
This case study included $370,000 of AVEs, at Axia we prefer better metrics to show the value of earned media coverage. Check out why you should stop using AVEs to measure earned media coverage.