The Mayfair Supper Club
The Mayfair Supper Club
The Challenge
Kirvin Doak Communications led the communications launch of Bellagio’s latest Fountain-side restaurant, The Mayfair Supper Club. The club, which features immersive entertainment inspired by New York City’s supper club era that evolved in energy and tone throughout the night catering to different audiences at different times eventually leading into a late-night party lounge. The novelty of The Mayfair posed challenges of creating an easily digestible message depicting the experience that appealed to a wide audience. Additionally, in order for The Mayfair to meet its ambitious business objectives, it was vital that the public viewed it as a destination restaurant – rather than a place to watch a show. Without a namesake chef or an innovative menu, The Mayfair faced additional challenges breaking through the noise of Las Vegas filled with news from the biggest chefs in the world.
Our Approach
Advanced planning to unveil The Mayfair’s concept layer-by-layer was integral to building the public’s awareness of the project, understanding of the concept, and eventually demand to experience it. Major strategies included:
- Strategically placed exclusives with media across verticals to reveal different components of the experience organically
- Media preview events to get a taste of the entertainment and the cuisine before the doors opened
- Tactically timed press releases and pitch campaigns to land earned editorial generating an increasing cadence of media attention locally, regionally and nationally
- Utilizing national media relationships to ensure that The Mayfair was included on “Best New Restaurant” roundups for 2020
- Multimedia distributions and an online press room to maximize the delivery of news, video and photography
- Proactive outreach to national media visiting Las Vegas to experience The Mayfair as part of their stay
- Securing the Mayfair’s personalities to participate in valuable local community events
Results
The Mayfair’s public relations campaign delivered more than 1.5 billion earned media impressions in just six months driving the great fanfare it experienced from the moment it opened its doors. The buzz surrounding The Mayfair only amplified throughout its opening months, which intensified to the point where we could no longer host media on weekends as the restaurant was booked solid from opening to closing for months on end.
HIGHLIGHTS
- “20 of the World’s Best New Restaurants for 2020” – CNN
- “Why the Mayfair Supper Club is the Start of a New Era in Vegas” – Town & Country
- “Get the Best Views of the Bellagio Fountains, a Sensory Dinner Experience, and Full-on Nightclub at the New Mayfair Supper Club” – Travel + Leisure
- “Beyonce’s Choreographer Joins Creative Team Behind New Las Vegas Supper Club (Exclusive)” – Hollywood Reporter
- “The Most Anticipated Restaurants of 2020” – The Daily Meal
Phone: 702.737.3100
Email: info@kirvindoak.com