New York-based restaurant and nightlife behemoth TAO Group had its sights set on the Windy City and turned to H5 to create citywide excitement surrounding the opening of TAO Chicago. Our mission: Ingratiate the hotspot into a city notoriously averse to out-of-town concepts.
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. We secured exclusive features in marquee titles leading up to the opening and partnered with local charities and civic organizations to deepen TAO’s roots in Chicago. The hotspot is known for its celebrity magnetism, so H5 collaborated with the TAO team to drive high-caliber celeb, athlete and VIP attendance to grand opening red carpet. Famous faces like Kourtney Kardashian, Taraji P. Henson and Behati Prinsloo came out to see and be seen.
H5’s efforts secured placements in local, national and international outlets, including coverage in People, OK!, UsWeekly, Chicago Tribune, Mirror, Star and E!, to name a few. Our efforts paid off with more than 2 billion media impressions and 115 million social media impressions. Not to mention, restaurant reservations are booked full for months after opening.