OBJECTIVE: The Dana Agency won a competitive RFP process to become the PR agency of record for the launch of Uchi Miami by James Beard Award-winning Hai Hospitality. Our goal was to create a bold and far-reaching PR campaign that would produce print, digital, trade and broadcast placements in regional, national and international outlets. We successfully positioned Uchi at the forefront of Miami’s culinary evolution for locals and visitors alike. We were also responsible for inviting and securing VIPs for the weeklong soft opening.
APPROACH: Leading up to the launch, we conceptualized a creative mailer campaign to seed buzz with targeted media and influencers and create social traction. Our “Uchi is coming to Miami” mailer included Uchi: The Cookbook by Chef Tyson Cole, custom chopsticks and a sake kit. We then invited media to a private “first look” of the restaurant, which included a meet and greet with the chef to sign their cookbooks.
We hosted two pop-up dinners off-site to further generate awareness. The first was at the private estate of a well-known Miami socialite and included many big names. The second was held at an art gallery in the Miami Design District, where we secured Hollywood actor Jordi Mollà to host. He hand-painted everyone’s dinner plate as a keepsake.
We also hosted a series of media events specifically spread out over several days to ensure a more intimate tasting experience. This was followed by more formal dines with top-tier media and influencers.
RESULTS: As a result of our ongoing media efforts, Uchi has been featured in Bloomberg (“Best Restaurant in Miami”), Financial Times (a “hot spot” and “Miami’s best place for power dining”), Miami New Times (“Best Sushi” in 2021”) and Eater Miami (“Top Restaurant Newcomer of 2021” and “Best Meals Friends of Eater Had in 2021”). Other outlets include Thrillist, Ocean Drive, Time Out, DuJour, Miami Herald and more.
Additionally, our agency has secured thought leadership and human-interest stories featuring Uchi and its chef in Southern Living, Food & Wine and others. In Q3 and Q4 of 2021, we secured nearly 1.5 billion impressions on behalf of Uchi Miami.
TV segments included Foodie Fix (CW), Deco Drive and Bite with Belkys (Fox), 6 in the Mix (NBC), Taste of the Town (CBS) and SoFlo Health (ABC), plus segments on the Discovery Channel and Telemundo. Key influencer features included @betchestravel, @foodyfetish, @instafoodys and several lifestyle influencers.
The agency did such a stellar job with the launch that the client has extended the contract three times; we are still the PR agency of record today.
