MUSU
Brief
To launch the new Manchester restaurant & bar to national as well as regional media.
Strategy
Jori White hosted a dinner party at her house in the summer allowing head chef Mike Shaw to showcase his signature dishes to the likes of the FT, The Telegraph, Bloomberg, Big Hospitality, and Epicurean Life.
The opening was delayed from August to November 2022. Various stories have been drip-fed to the press to maintain momentum.
Mike has been interviewed by publications such as Bloomberg, Air, Whytt, Manchester Evening News, and BA Highlife.
Three separate events were held in the weeks leading up to the opening: additional national press; Manchester press and Manchester and national influencers. The culmination was a VIP launch party attended by media, influencers, and stars from the likes of Coronation Street, Hollyoaks, The Circle, and Love Island which featured in the Mail Online and celebrity magazines.
Results
Saturation coverage in Manchester and the north of England media has now been complemented by reviews and features in UK-wide publications. MUSU is now widely regarded as the city’s finest restaurant, with coverage of its celebrity clientele appearing almost daily in print and online.
