OBJECTIVE: The Dana Agency won a competitive RFP process to become the PR agency of record for the grand opening of Fogo de Chão’s flagship location in Coral Gables. Our goal for the launch was to create a bold and far-reaching PR campaign that would produce print, digital, trade and broadcast placements in local, regional and national outlets.
APPROACH: The Dana Agency successfully positioned Fogo Coral Gables as a restaurant at the forefront of Miami’s culinary evolution for locals and national visitors alike. We were also responsible for inviting and securing VIPs for friends and family dines, a concierge brunch and a VIP/media event with 200 guests. We also worked with key influencers to host at the VIP event and for individual dines, resulting in features with @hungryqbans, @miamitimes, @stickaforkinme, @twotrends, @nicolelovar and @mixeats.
Leading up to the opening, we facilitated several partnerships and pop-ups to connect and engage with the community, including a pop-up at the Coral Gables Museum’s “Twilight Friday” event, an auction for Actors’ Playhouse at The Miracle Theatre and an exclusive collab with The Picnic Pop-Up.
To launch Fogo’s Next Level Lounge and The Butchery, The Dana Agency hosted an intimate event with a curated guest list consisting of 20 local VIPs, including CEOs, professional athletes, media and influencers. Additionally, the agency secured a private “welcome dinner” with the University of Miami’s new football coach to further generate awareness, resulting in a guaranteed eight-page feature with a local glossy magazine. Additional community relations efforts included concierge outreach and facilitating happy hour events with local residents, networking groups and Yelp Elite members.
RESULTS: As a result of our pre- and post-opening media relations efforts, The Dana Agency secured Fogo de Chão Coral Gables features in local and national outlets, including Yahoo! News, Modern Luxury Miami, InsideHook, The Miami Herald, Nation’s Restaurant News, South Florida Business Journal, Coral Gables Magazine, FSR Magazine, NBC 6 in the Mix, Telemundo, Newsbreak, El Nuevo Herald, Think Magazine, Selecta Magazine and Food and Beverage Magazine.
In the span of five weeks, The Dana Agency secured 97 media placements (resulting in more than 150 million+ impressions) on behalf of Fogo Coral Gables.
The agency did such an outstanding job with the launch that the client also hired us to represent Fogo’s Fort Lauderdale opening, slated for summer 2022.