All That Glitters


All That Glitters

Agency H5 - Our Work - TAO


New York-based restaurant and nightlife behemoth TAO Group had its sights set on the Windy City and turned to H5 to create nationwide excitement surrounding the opening of TAO Chicago. Our mission: Ingratiate the hotspot into the city and showcase the unique culinary experience and entertainment destination like no other.


H5 built and executed a robust media strategy to maximize hype for the opening, ensuring the prestigious brand was introduced to Chicago right. H5 traveled with key local media to TAO’s New York outpost to taste the Chicago-exclusive dishes before the venue opened, securing exclusive features in marquee titles leading up to the opening. H5 then collaborated with the TAO team to drive high-caliber celeb, athlete and VIP attendance to the grand opening red carpet. Following the successful opening, H5 sustained momentum and deepened TAO’s roots in Chicago through partnerships with local charities and civic organizations, creative storytelling that showcased the venue’s unique programming and one-of-a-kind experiences, including a “One Chicago” cast party with the city’s beloved NBC talent.


H5’s efforts secured placements in local, national and international outlets – generating more than 2 billion media impressions and 115 million social media impressions from the launch. All that buzz meant restaurant reservations were booked full for months after opening.

Orville Redenbacher

“All That Glitters”

Ronald McDonald House Charities

“House Calls”