SITUATION:

When Morton’s of Chicago returned to New Orleans in 2001, the company hired The Ehrhardt Group to reintroduce this international steakhouse to New Orleans. The restaurant’s grand opening marketing and post-opening marketing was driven by public and media relations, as opposed to advertising.

STRATEGIES:

The Ehrhardt Group - Morton’s corporate marketing strategy for new restaurants focused on a grand opening fundraiser for a high profile, local charitable organization. The Ehrhardt Group matched Morton’s with the Dryades YMCA, which suffered through a devastating fire and was in the final stages of a fundraising campaign to rebuild this influential community center for African-Americans in New Orleans. The grand opening events also included a series of preview dining events with local media, tourism industry professionals, business leaders and community organizations.

The Ehrhardt Group also developed a media relations and special events marketing program that was designed to showcase the Morton’s dining experience. Strategies included a series of receptions and meetings for other high-profile community organizations and business groups at the restaurant. It also included television and radio cooking segments throughout the year and special events to attract the business professionals working in Downtown New Orleans.

RESULTS:

1. More than 400 guests attended the grand opening fundraiser with the Dryades YMCA, raising more than $20,000 for the organization.

2. More than 400 media, tourism professionals, business leaders and community officials participated in the preview dining events.

3. The Ehrhardt Group’s media relations campaign resulted in multiple articles in The Times-Picayune, as well as coverage in Gambit Weekly, New Orleans CityBusiness, New Orleans Magazine, Where magazine, Visitor magazine and New Orleans-area television and radio outlets.

Morton’s and The Ehrhardt Group renewed their marketing partnership in 2005.