OBJECTIVE: The Dana Agency was tapped to create brand awareness for The Lincoln Eatery, Miami Beach’s first food hall and connect locals to the culinary collective. As each merchant unveiled new menus, we worked with the tenants to create media interest, community awareness and buzzworthy events.
APPROACH:
LUNCH LIKE A LOCAL: The Lincoln Eatery comprises many culinary concepts led by first-time restaurant owners. The Dana Agency highlighted the food hall as a destination to showcase local mom-and-pop shops in an area widely known as a tourist destination. Our “Lunch Like a Local” campaign offered $15 lunch to those who work and reside in the area. This garnered media coverage in Miami New Times, The Hungry Post, Miami. com and more.
BINGO, BANGO, THAT’S MY MANGO FESTIVAL: The Dana Agency worked with Terranova Corp., the food hall’s ownership group, to create the Bingo, Bango, That’s My Mango, a daylong festival that included complimentary tastings, chef demos, entertainment and a contest. The festival had over 500 attendees and garnered exposure in Edible South Florida, Sun Sentinel, BizBash, The Miami Herald and more.
LAUNCH OF THE NEST: With the launch of The Nest rooftop, The Dana Agency was tasked with creating nightlife opportunities at the food hall. We hosted a VIP influencer experience, giving local tastemakers a sneak peek of the rooftop, F&B offerings and craft cocktails. The launch resulted in a double-page feature in Modern Luxury Miami, plus coverage in Boca Magazine, The Florida Villager, THINK Magazine and others.
CONSISTENT STREAM OF NEW MERCHANTS: As The Lincoln Eatery evolved, new merchants opened, creating a constant stream of press announcements and offerings. The Dana Agency worked with each business to announce the launch of each concept via press releases, tasting events, media visits and influencer dines. With new tenants popping up throughout the year, The Lincoln Eatery earned consistent media coverage. Highlights include Miami Community Newspapers, Miami Vibes Magazine, Lifestyle Media Group, Eater Miami, The Miami Herald, Food & Beverage Magazine, Fast Casual and more.
BLACK-OWNED BUSINESSES: As The #BlackLivesMatter movement created conversations in mainstream media, local outlooks began looking for ways to highlight and encourage support for Black-owned businesses. The Dana Agency worked with The Lincoln Eatery’s Black-owned restaurants and retail shops to create a social conversation about what it means to be a Black business owner during such an important time. This resulted in a sales boost for those tenants and garnered media coverage on NBC 6, The CW South Florida, Global Traveler Magazine, Ocean Home Magazine and more.
SIPS N’ SELFIES 3-YEAR ANNIVERSARY PARTY: The Lincoln Eatery was named “Best Food Hall in Miami” by the Miami New Times. To celebrate, the food hall partnered with the media outlet to host a 3-year anniversary party called Sips N’ Selfies. The Dana Agency collaborated with the publication and Terranova Corp. to promote the event, which was attended by over 300 guests. The event received coverage in Thrillist, Miami.com and SoFlaNights and garnered over 50 Instagram story frames by local social media stars.
