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SITUATION: Gordon Biersch Brewery Restaurant entered the New Orleans market in September 2004, after opening 20+ successful outlets in markets, such as San Francisco, Atlanta, Las Vegas, Denver, San Jose and Seattle. The Brewery Restaurant turned to The Ehrhardt Group to introduce the Gordon Biersch concept to New Orleans and draw local clientele to a Downtown New Orleans location. STRATEGIES: The Ehrhardt Group - The Ehrhardt Group planned and executed a series of preview events, including a 600-person grand opening party, to launch Gordon Biersch in New Orleans. In addition, we developed a comprehensive marketing program that included advance media relations with New Orleans-area dining and drinking media, advertising and outreach to destination management professionals and businesses located in Downtown New Orleans. The marketing effort also attempted to generate “word of mouth” with local diners through a consistent series of on-premise events, such as regular tapping parties to introduce Gordon Biersch’s seasonal brew, and event sponsorships, such as the Wednesday’s at the Square concert series that draws 4,000+ New Orleanians each week to Downtown New Orleans. RESULTS: 1. The preview events and grand opening parties drew more than 2,000 locals to Gordon Biersch over four days. 2. Advance media coverage for Gordon Biersch in The Times-Picayune, Gambit Weekly and a number of New Orleans-area radio stations.
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